The Museum of Old and New Art (Mona) in Hobart is the most infamous and talked about museum in Australia. It’s also one of the most visited. What’s the secret to its marketing sizzle sauce? And why does the museum appeal to people who hate museums? Their CMO, Robbie Brammall, has just finished up after 8 years in the cult. He’ll unpick the lessons he’s learned, starting with the only KPI billionaire owner David Walsh ever gave him: ‘Fail if you have to, upset people if you can, just don’t let us drift to the f—king middle’.
With thanks to REMIX partner 7DOTS for their generous support in helping to get Robbie to REMIX London