Mona Museum And the Asymmetric Upside of Creativity

Robbie Brammall, Director of Marketing and Communication for the Museum of Old and New Art explains how the museum has transformed Hobart into a poster child for cultural tourism in Australia. Hear about the lessons learned from its unlikely success since launch in 2011, what ill-conceived plans Mona has for the future, and how Brammall is applying owner David Walsh’s investment philosophy to Mona’s marketing and commucations strategy.