Robbie Brammall.
Independent Bullfrog has appointed Robbie Brammal, the former CMO of the Mona, chief marketing and innovation officer.
The agency says the newly created role designed to set the company apart from traditional advertising agencies.
Brammall joins Bullfrog after an eight years at Mona, the Museum of Old and New Art in Tasmania, where he helped transform the museum and its 40 subsidiaries into some of the world's most culturally relevant and talked-about brands.
"One of the many great things about Mona was that I was legitimately able to influence all 4Ps. And the impact that had on effectiveness was acute—in a good way," said Brammall.
Brammall has also held creative director and writer roles at Saatchi & Saatchi, BBDO and DDB.
His philosophy of “unignorableness” has been applied to some of Australia's biggest brands, including Westpac, Visa, Devondale and ahm.
"Whether it was selling $30 million in museum tickets or $300,000 in soap, it's a lot easier when you can apply distinctiveness to all four tactical levers. So, I'm looking forward to bringing that experience to the brands we co-conspire with here at Bullfrog," Brammall said.
Dalton Henshaw, founder and CEO, said he had been a huge admirer of what Brammall achieved at Mona.
"His mix of strategic marketing rigour, deep commercial understanding, and ability to innovate in every category he's touched is something incredibly unique - I haven't come across it before," Henshaw said.
Brammall said he had a chat with Henshaw and discovered they shared a very similar business philosophy on brand growth.
"I love the direction and system he has mapped out for Bullfrog, and I love the team's entrepreneurial ambition," Brammall said.
The appointment follows recent appointments of Georgia Newton as general manager, Mike Ronkoske chief strategy officer and Tim Shelley chief brand and experience officer.
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