Bullfrog Agency Welcomes Robbie Brammall as Chief Marketing and Innovation Officer
Independent creative agency Bullfrog is taking a bold step toward redefining the landscape of marketing with its recent appointment of Robbie Brammall as its first Chief Marketing and Innovation Officer. This brand-new role is designed to differentiate Bullfrog from traditional advertising agencies, positioning it as a forward-thinking entity in the creative sphere.
Robbie Brammall: A Marketing Maverick
Robbie Brammall’s extensive career spans over 25 years in the marketing and creative industries. His journey includes an impressive eight-year tenure as the Head of Marketing and Communications for the Museum of Old and New Art (Mona) in Tasmania. During his time at Mona, Brammall significantly influenced the institution’s evolution into a globally recognized brand. His experiences there equipped him with unique insights into brand development and deepened his understanding of nuanced commercial marketing.
The Philosophy of ‘Unignorableness’
Central to Brammall’s marketing approach is what he describes as ‘unignorableness’. This philosophy emphasizes the importance of making brands memorable and impactful across various touchpoints. His track record includes working with high-profile agencies such as Saatchi & Saatchi, BBDO, and DDB, where he applied this philosophy to elevate major Australian brands like Westpac, Visa, and Devondale.
“The impact that had on effectiveness was acute—in a good way,” Brammall said, referring to his work at Mona. He notes that having the ability to influence all 4Ps of marketing—product, price, place, and promotion—allows for a cohesive strategy that can result in significant financial outcomes. Whether generating $30 million in museum ticket sales or $300,000 in soap, Brammall acknowledges the power of distinctiveness across these tactical levers.
A Shared Vision for Growth
One of the most exciting elements of Brammall’s move to Bullfrog is his alignment with the agency’s founder, Dalton Henshaw, on brand growth philosophy. “I love the direction and system he has mapped out for Bullfrog,” Brammall expressed, highlighting the entrepreneurial spirit that defines the Bullfrog team. This synergy promises to create a strong foundation for exploring innovative strategies tailored specifically for growth-minded challenger brands.
Bullfrog’s Expanding Talent Pool
The addition of Brammall comes as part of Bullfrog’s ambitious growth strategy, which has also seen the strategic hiring of Georgia Newton as General Manager, Mike Ronkoske as Chief Strategy Officer, and Tim Shelley as Chief Brand and Experience Officer. This diverse team of leaders underscores Bullfrog’s commitment to integrating expertise across various disciplines, enhancing the agency’s capacity to deliver effective marketing solutions.
Henshaw’s High Praise
Dalton Henshaw, the founder of Bullfrog, has openly expressed his admiration for what Brammall achieved at Mona. He described Brammall’s combination of strategic marketing acumen, commercial insight, and innovative thinking as “incredibly unique.” Henshaw believes that Brammall’s blend of creativity and accountability aligns perfectly with Bullfrog’s ethos of delivering impactful work. The excitement surrounding Brammall’s new role suggests a promising era ahead for both the agency and its clients.
A New Era for Bullfrog
As Bullfrog embarks on this exciting journey with Robbie Brammall at the helm of its marketing innovations, the agency is poised to challenge the norms of traditional advertising. With a team of experts dedicated to sustainable brand growth, Bullfrog aims to offer a compelling proposition for brands ready to embark on their own growth trajectories.
