Penny Buck

It all starts with an idea steeped in engagement. It all ends on social media. I work insights into everything I create. I see every brief as social. Every strategy as authentic. I believe people determine the power and success of brands, and I specialise in engagement. I create the campaigns that people share.
In a world where “Attention Economy” is scare, I get cut through.

I’m a conceptual, through-the-line, award-winning Creative Director with global experience, currently working as the Creative Director at Sibling - a purpose built WPP AUNZ agency solely dedicated to Westfield. The agency combines multiple disciplines (advertising, media and PR) to develop integrated national brand campaigns for Westfield and its 40 centres across Australia and New Zealand.