Penny Burke is a business owner, consultant, speaker and author. She began her career in advertising having worked on some of Australia’s most loved advertising campaigns (from ‘Not Happy Jan’ to ‘Milk. Legendary Stuff) and was named by B&T in the all time Dream Team of ad agencies for Melbourne as Strategy Planning Director. She started Essence 13 years ago, and is a regular speaker on behaviour change, and the importance of making emotional connections not just providing rational facts. She sits on a number of Boards including Kennards Hire and the largest chain of Victorian real estate agents, Hocking Stuart. She is known for her straight forward manner and sense of humour. She is a shocking ‘oncer’ having done many things once – she has run one marathon; parachuted out of a place once; sang at Carols by Candlelight once; and so far, has been married just the once.
I’M NOT IN MARKET RESEARCH, I’M IN MARKETING
Penny Burke is a marketer first and a market researcher second. She came out of the womb knowing how to sell, and has built her entire career on understanding how to engage an audience and move them to action. Having worked the majority of her career in advertising as Head of Strategy Planning, working on many iconic Australian brands, Penny ventured into the pure world of market research. She built a market research company that is now 14 years old and to this day she still thinks of herself as a marketer, not a researcher. In this session Penny will share the 7 key differences in thinking that distinguishes a researcher from a marketer – from responding to a research pitch brief to growing a business from scratch. If you are a interested in building your business, this might be the session for you!