Bullfrog, the Melbourne-based independent creative agency, has appointed Robbie Brammall as its new Chief Marketing and Innovation Officer in a newly created role aimed at setting the company apart from traditional advertising agencies. This strategic hire is part of Bullfrog’s plan to accelerate growth and drive innovation, leveraging Robbie’s extensive experience in marketing and brand-building.
Robbie Brammall comes to Bullfrog with a wealth of knowledge accumulated over 25+ years in the marketing and creative industries. He has built an impressive career as a creative director and marketing leader, most recently serving as the Director of Marketing and Communications at Tasmania’s Museum of Old and New Art (MONA) for eight years. During his tenure at MONA, he played a central role in shaping the marketing strategies for 30 brands, including the renowned MONA Museum, the Mofo Festival, Moo Brew Brewery, three wineries, four restaurants, and eight bars. Additionally, he was instrumental in the development of a fleet of ferries with fiberglass animals as seats, a recording studio with Abbey Road’s original mixing desk, and a luxury hotel. His leadership extended to multiple e-commerce businesses within MONA’s expansive portfolio.
A key figure in MONA’s evolution, Robbie helped guide the institution through periods of significant change, including its growth, the impact of the COVID-19 pandemic, and the subsequent recovery, powered by a rise in tourism and eCommerce. Under his leadership, MONA’s in-house agency grew, expanding the museum’s presence and deepening its cultural relevance. Brammall’s ability to manage these diverse and complex brands contributed directly to MONA becoming one of the world’s most talked-about and culturally influential institutions.
Before his time at MONA, Robbie honed his skills in leading advertising agencies, including top-tier names like DDB Melbourne, The Campaign Palace, Saatchi & Saatchi New Zealand, VML Melbourne, and Clemenger BBDO, where he played a vital role in the development of marketing strategies for prominent brands across multiple sectors such as finance, FMCG, tourism, and government.
Robbie’s approach to marketing is guided by his philosophy of ‘unignorableness,’ a principle that has been central to his work with some of Australia’s largest brands, including Westpac, Visa, Devondale, and ahm. His ability to apply distinctiveness to all four of the 4Ps of marketing (Product, Price, Place, and Promotion) has been key to his success. He has consistently delivered campaigns that not only drive sales but also resonate deeply with consumers, ensuring lasting brand impact.
With his unique experience in both creative roles and marketing leadership, Robbie is excited to bring his insights to Bullfrog. He stated, “I’m looking forward to bringing my experience in brand-building and marketing effectiveness to the brands we co-conspire with at Bullfrog.”
As the new Chief Marketing and Innovation Officer, Robbie will play a pivotal role in enhancing Bullfrog’s market position by leading the agency’s efforts in marketing innovation. He will be working closely with Bullfrog’s founder and CEO, Dalton Henshaw, and the agency’s growing leadership team, which includes Georgia Newton (General Manager), Mike Ronkoske (Chief Strategy Officer), and Tim Shelley (Chief Brand and Experience Officer).
Dalton Henshaw expressed his enthusiasm about Robbie’s appointment: “Robbie’s combination of strategic marketing rigor, deep commercial understanding, and his ability to innovate across diverse sectors is a rare and valuable asset. His work at MONA speaks for itself, and I am confident that his vision will help drive Bullfrog’s next phase of growth. He embodies creativity and accountability, which aligns perfectly with Bullfrog’s values.”
Robbie’s leadership at Bullfrog is set to redefine the agency’s approach to marketing and innovation, providing an edge in the highly competitive advertising landscape. His diverse expertise and history of delivering impactful marketing campaigns will be instrumental in Bullfrog’s mission to help brands achieve sustainable growth while delivering tangible results.
This appointment follows a series of recent strategic hires at Bullfrog, signaling a renewed focus on innovation, growth, and creative excellence. With Robbie Brammall at the helm of marketing and innovation, Bullfrog is well-positioned to continue making waves in the creative industry, helping brands thrive in an ever-changing market.
