Once the director of Australia’s largest advertising agency and responsible for iconic campaigns such as Pro Hart’s ‘Stainmaster Carpet’ and the ‘Not Happy Jan’ campaign, Penny’s vision is indelibly stamped into the DNA of Australian advertising. As the director of her own marketing communications firm, Penny works with multinationals, SMEs and at all levels of Government as an expert consultant and speaker. Her keynotes are compelling, witty and backed up by rigorous research and case studies.

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FAME: The condition of being known or talked about by many people, especially on account of notable achievements.  What are you famous for? How do you build fame in business? When Penny Burke talks about Fame it's not in the celebrity context, it's fame within the corporate world for individuals, leaders, companies and brands. What do our people, procedures and brand position project to the world and how are we truly being perceived and talked about?  Do we understand how 'fame' directly relates to the engagement or our people and bottom line results in business?  A fascinating topic to explore regardless of role and industry.

In the world of marketing and advertising Penny Burke was a Director of Australia's largest advertising agency and has been recognised by her peers as a member of the all time best advertising agency 'Dream Team'. In this role she helped create some of Australia's most iconic brands and campaigns such as Pro Hart Stainmaster Carpet ("Meester Hart, what a mess!"), "Not Happy Jan" (Yellow Pages) and the randy milkman ("Milk. Legendary Stuff").  Penny is currently the founder and Director of marketing communications consultancy Essence Communications that works with some of Australia's best known companies - from large organisations like Specsavers, Jeep, McCain and Nissan to entrepreneurs and a range of SMEs; and all three levels of government.

What makes Penny different in the world of speaking? She is an expert consultant who speaks; she knows the latest trends in the world of marketing and business.  Because she works with businesses every day she knows what challenges they are facing.  She is also an experienced board member which gives her another level of business experience to operate from.  Penny is compelling, witty and highly practical - with access to relevant case studies and research Penny's sessions have the capacity to revolutionise workplaces. 

Speaking Topics

Sales and Marketing: What are you famous for?

Most organisations want to be famous with their customers. They want their customers to think of them first, to pay extra for them, to follow them on Facebook and Twitter -to LOVE them above all others. But true and lasting fame has to be earned – and that starts with knowing what it is you are famous for, that is compelling and relevant to your customers.

In this keynote, Penny draws on her experience with Australia's best marketing organisations to explain the importance of building fame, revealing:

  • How to understand and build your competitive point of difference and a 'lighthouse brand' 
  • The things that consumers really value
  • What it takes to deliver day in and day out
  • Why condoms don't come in size SMALL

Culture: What are you famous for?

The hottest topic today for most leaders is culture – how do we create it, change it or align it to better meet the expectations of our employees and customers? Culture has to be locked and loaded, loved and lived from the top down. It is a large and hairy task – but one that has to start with the truth of what it is your culture is famous for now, and what you want it to be famous for in the future. 

Penny Burke uses her experience in consulting direct to clients as diverse as Dulux to government departments to share the secrets of building and changing culture, revealing;

  • Why values are the social currency of culture today – but not expressed as they often have been in the past
  • The things that employees really value
  • What it takes to deliver day in and day out

Leadership: What are you famous for?

Leaders today have a tougher job than ever before – people look to them, inside and outside of the organisation to truly lead and inspire. To motivate and stimulate; encourage and enthuse. At the same time as achieve results for the business!

Understanding what you are famous for as a leader is the first step. You might think that being famous is just for celebrities. Interesting fact, the number one reason young people leave their jobs is not because they don't like their job... but because they don't like their manager or leader. Today’s leaders have to walk the talk if they want to build FAME and attract and engage their unfair share of willing and enthusiastic followers.

In this keynote, Penny Burke unpacks the secrets of how to be a famous leader, including;

  • Why leaders need to build FAME
  • How FAME inspires followers to perform because they want to, not because we want them to
  • What every leader needs to know about what makes people tick, and how to inspire them

Personal brand: What are you famous for?

Everyone has a personal style - and in marketing, we call that your personal 'brand'. Most of us don't know what Richard Branson is really like - but we have a fair idea of what he'd be like at a party. Same as we don't really know what the Queen is really like - but we have a pretty good perception of what she'd be like to talk to, what she’s famous for!

It's the same for you. Whether we like it or not, our behaviours and our very personality send a message to the people around us about our personal brand - it tells them what we're famous for.

In this keynote, Penny Burke shares how to work out what you're famous for, and influence the way you are perceived by others. This keynote specifically challenges individuals to:

  • Gain insight into their personal 'brand'
  • Understand how they are really seen
  • Step into the light and own their personal brand FAME

Insight and marketing: Do you really understand what’s behind your brand FAME?

Most marketing based organisations spend a fortune on research that helps them make better business decisions. But does it really? Mediocre research focuses too much on the minutae of what percentage of people cut their sandwiches on the vertical rather than the angle, or the number of people who scrunch their loo paper rather than fold. Which might be nice to know – but how does it build greater insight and understanding of your consumer, and therefore how to better sell to them?

In this keynote, Penny draws on her experience as a leading qualitative researcher with Australia's best marketing organisations to explain the importance of insightful research that builds fame, revealing:

  • How research can best be used to understand human dynamics and values
  • Techniques such as ‘conflict pairs’ that can uncover fundamental perceptions and attitudes
  • How insightful research can help build a competitive point of difference and a 'lighthouse brand' 
  • The things that consumers really value

Employer branding: What are you famous for?

In this age of a skills shortage and an ever more discerning generation of employees, no wonder organisations are finding it harder and harder to attract and retain the best possible people. As has often been said - 'The war for talent is over. Talent won!'

Penny Burke is marketing and generational expert, having published her first book Forced Focus - the essence of attracting and retaining the best people specifically on how to better market workplace brands. Employer branding and 'employee value propositions' are the buzzwords of the moment, and this keynote draws on Penny's experiences with Australia's best workplace marketers to explain the importance of building fame.

Specifically, this keynote session will: 

  • Share the three laws of workplace marketing to build a FAMOUS workplace brand
  • Increase understanding of the challenges of the Australian workforce and what an organisation needs to do to remain competitive
  • Show employers how to understand their competitive point of difference
  • Understand how to leverage and market that point of difference to attract the employees you really want

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