Penny Burke has worked in the field of marketing and advertising for all of her 32 years in the workforce spanning Melbourne, Sydney, and London. She spent 12 years at Clemenger BBDO as Strategy Planning Director, overseeing strategic developments for major communications projects. She has been recognised by the industry as a member of the B&T All Time Dream Team Advertising Agency, holding down the Strategy Planner title in Melbourne. She holds a Bachelor of Business (Marketing) and is a Board member of tool hire company Kennards Hire, Hocking Stuart (Victoria’s largest real estate agents) and UCI, an office fit-out manufacturer.
Penny began Essence in January 2006 after more than 20 years experience with a wide range of projects, large and small. Her passion – and the ethos of Essence – is to help organisations of all sizes simplify their approach and deliver effective marketing solutions. To use research intelligently, to bring a team along, and to deliver results that are strategically sound, action oriented and outcome specific.
Penny is an author, having published her first book Forced Focus – the essence of attracting and retaining the best people, which explores how to create a workplace brand that truly encourages the best employees to commit to their workplace. She is also an accomplished keynote speaker, addressing various conferences all over the globe on best practice marketing concepts and thinking. She has presented twice at AMSRS conferences, and won People’s Choice on both occasions. Finally, Penny is somewhat of a change agent, keen to explore new boundaries and horizons and find better ways to do things.
It is a particular skill to bring fresh eyes to a scenario, logically and articulately identify and debate the key issues, bring intuition and grounded thought to a way forward and form a plan of action encompassing key stakeholders. She built Essence to offer that skill.
If we were wondering whether the outcomes of both Brexit and the election of Donald Trump were signals to a new way of thinking in Australia, suggesting an emerging set of attitudes and behaviours that are more polarising than ever before – then this research confirms that to be true.
In this keynote, we plan to share the underlying construct of what drives their perspectives and behaviours. What are the key factors that affect their view of humanitarianism, and how does it manifest itself in their behaviours as a result? What role does the media play when formulating their attitudes, and what are the implications of this? Why is proximity – both geographic and metaphoric – so critical to attitudes and beliefs?
The differences that emerge are significant – the breadth and depth of public opinion has never been so broad. But what’s driving it? And importantly, at a time when more and more people seem to relish focusing on the differences, we’d like to share a few gems of what makes us the same. It might not be what we expected to find out, and it certainly won’t resolve some of the attitudes articulated by our most extreme.