Director of Marketing and Communications, Museum of Old and New Art (MONA)
Robbie is the Director of Marketing & Communications at Mona, one of the world’s more radical business groups. He’s tasked with making mischief and money for over forty creatively driven brands – from the museum and its summer festival, to a brewery (Moo Brew), three wineries (Moorilla, Domaine A, Stoney Vineyard), a skincare company that repurposes river sludge as a luxury face scrub, and most recently a recording studio (Frying Pan) that features the original mixing desk from Abbey Road Studios.
Whilst at Mona he’s been responsible for adding some marketing rigor to owner David Walsh’s free-wheeling cultural enterprise, whilst simultaneously growing its reputation for creativity and risk taking. Robbie’s pitch to David back in 2016 was that if creativity and risk are the essence of Mona then that philosophy should be reflected in the marketing as well. David foolishly agreed, and Robbie’s had fun (and success) with the marketing ever since.
Prior to joining Mona, Robbie spent 17 years working his way around the world as a Creative Director for the likes of Saatchi & Saatchi, BBDO, Y&R and DDB. His accolades include the prestigious title of Most Complained About Campaign in Australia - which ironically also won him Mumbrella’s Campaign of the Year.
Robbie lives in Hobart with his young family, is massively Tasmanian, and is dedicated to growing the state’s creative and marketing reputation, both through the influence of Mona but also through the development of local industry talent. He also loves surfing, scallop pies and not paying for parking.