Penny Shell

Name// Penny Shell
Position// Starcom Melbourne, Strategy Director
What’s your current position?
How long have you been in this position?
Strategy Director at Starcom Melbourne. I’ve been with Starcom since 2012 - I was a Business Director previously, but I missed strategy
If you could have any job what would it be?
Host on Playschool
What has surprised you most about working in Media?
That I have done it this long! I started in the industry aged 21 and said I’d do it “as long as it was fun”. I’m still deferred from my uni degree (sorry Mum)
Do you have a work/life balance?
I try! My three toughest clients are aged 8, 6 and 5 so I work Wednesdays from home when I can and I have a wonderful family who help me with the juggle
What is your favourite magazine?
Inside Out and Vogue Living – I have a folder full of tearsheets at home ready for the lotto win
How do you describe your job to your friends outside media?
I usually say my job involves studying people and deciding how to best get them to respond to a brand message. After blank looks, I follow that with “I recommend how and where brands should advertise”, then I give up and take credit for designing the ad.
What are you passionate about?
A cliché but my family - husband Dean and children Amelie, Sophie and Louis. We hope to raise our children with the confidence and courage to stand by their beliefs and pursue whatever it is they want to do.
What was the last campaign you did with magazines?
We are currently running a magazine campaign for Penfolds –an iconic, luxury Australian brand with a captivating history. Magazines have enabled us to tell Penfolds stories to discerning and loyal audiences, and design personal brand experiences and events for readers
If you could live anywhere in the world, where would you live?
I have lived in Japan and many cities in Australia – but adore being back where I grew up on the Mornington Peninsula. There’s no place like home!
If you could meet any one person (from history or currently alive), who would it be?
Tina Fey. She’s a brilliant writer who has broken all conventions of a stereotypical, male dominated industry. Plus, she’d be great fun.
If you were on the cover of a magazine, which one would it be?
Vogue. Providing I’m airbrushed, and I get to keep the outfit.