Women to Watch 2024: Penelope Shell, Zenith Media

Penelope Shell

Chief strategy and product officer
Zenith Media
Australia

For someone who joined Zenith Media in only May this year, Penelope Shell has already contributed AU$20.05 million ($13 million) to new business wins. The award-winning strategist with a passion for big ideas and innovation is committed to fostering product excellence that impacts business objectives.

Within just three months of joining, Shell transformed Zenith’s product assets and capabilities. Working with Zenith’s executive team, Shell revisited and localised Zenith’s long held global identity ‘The ROI Agency’ with a new ambition to unlock ‘Media Potential’, by creating new media experiences and formats, and ‘Optimal ROI’ that brings business returns for clients by linking Zenith’s KPIs to client KPIs.

Next, Shell built a Prod Squad comprising leaders from strategy, planning, digital, commerce, search, research and investment disciplines to drive the co-creation of industry thought leadership and new product approaches by uniting capabilities.

A key initiative Shell led with Zenith’s Prod Squad is, ‘Imagination Sprint’, a proactive approach for client brand innovation outside of briefed campaign periods. Since its launch in July 2024, Zenith has driven more than AU$1 million ($0.65 million) in additional out-of-scope client innovation spend.

To generate inspiration and bring Zenith’s clients and product leads together, Shell also worked with the Prod Squad to introduce quarterly thought leadership sessions. The first ‘Cannes Download’ session brought clients together for inspiration and new actions. 

Shell’s dedication to thought leadership doesn’t just limit to product innovation; instead, she wants to lift the industry standards and is doing so by lending her voice to improve social media’s impact on teen body image. Aside from rallying brands, influencers and advertisers to prompt positive actions amid the government’s concern on social media’s impact on teens, Shell worked with clinical psychologist and Monash University professor Gemma Sharp to publish a guide on social-media responsibility with a call-to-action to implement recommended image ratios and partner with influencers for best practice principles.

She also serves as the non-executive board director of The Butterfly Foundation, Australia’s national charity for those impacted by eating disorders and body image issues. Shell’s commitment to her profession extends beyond her focus on strategy and product to building an industry that is dedicated to innovation and responsible to society.