Robbie Brammall returns to agencyland, joins Bullfrog
After announcing his departure from Mona last year, Robbie Brammall is challenging the traditional advertising agency model, joining Bullfrog in a newly created role of chief marketing and innovation officer.
Brammall spent eight years with the Tasmanian museum, where he helped shape its in-house agency and helped steer the business through expansion, Covid, and subsequent tourism and e-commerce-led recovery.
Highlights of his time at Mona included “launching an airline” and giving all the seats away to Pentecostal Christians from Wollongong, inventing a beer-roulette vending machine that sporadically paid out with warm Fosters, and generating zero complaints for a festival by floating the complaints box 100m above the museum.
Robbie Brammall
“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. 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,” he said in a release on Tuesday.
Joining Bullfrog marks Brammall’s return to working agencyside, having previously held creative director and writer roles at agencies including Saatchi & Saatchi, BBDO and DDB.
His new role at the Melbourne-based indie agency has been “designed to set the company apart from traditional advertising agencies”, according to Bullfrog’s founder and CEO Dalton Henshaw.
“I’ve been a huge admirer of what Robbie 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,” he said.
“Robbie embodies creativity and accountability (and many colourful visors), which aligns with everything Bullfrog prides itself on: doing work that works.
“His work at Mona speaks for itself, so I feel incredibly grateful he’s decided to make Bullfrog the next place he makes his mark,” Henshaw said in the release.
Brammall said he shared a similar business philosophy: “I love the direction and system he has mapped out for Bullfrog, and I love the team’s entrepreneurial ambition.
“Combine that with the business expertise of the team we’re assembling, and we have a pretty powerful proposition for all the growth-minded challenger brands out there,” he said.
Bullfrog as had several changes to its senior staff roster in recent times. Earlier this month, Phoebe Sloane joined as Bullfrog’s new creative director, after the departures of creatives Elle Bullen, Mike Doman, and Daniel Sparkes.
And last week, the first executive appointments were announced, with Georgia Newton joining as general manager, Mike Ronkoske as chief strategy officer, and Tim Shelley and chief brand and experience officer.
Former in-house agency manager at Honda Amanda Nicoll also joined as group business director, Madieson Ryan as an earned specialist from Great Wrap, VML’s Joy Hudson as senior business director, and Deloitte’s creative project manager Alex Weston as business director.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
Linkedin
Have your say