With 15+ years in the industry, Penny Harrison reflects on what it takes to thrive — and lead — in modern content creation.

From experiential activations to high-end property campaigns, Penny has done it all — and with heart. In this thoughtful interview with LBB, she shares what she’s learned along the way, and why compassion is the one skill producers will always need.

“At the very core, producers are organisers who are able to balance knowledge with compassion.”

Her advice to anyone starting out? Be curious, be present — and don’t be afraid to ask questions.

“No question is stupid,” she insists. “Not at any stage of your career.”

Penny reflects on the evolving nature of production — from the rise of AI (“we should all be learning how it can help us”) to breaking down the old hierarchies between traditional producers and creators. “Formalised production and the creator economy provide different access points, but often for the same message,” she explains. “There’s space in the industry for both.”

Crucially, Penny believes in individual learning journeys — not one-size-fits-all training. At Wonderhatch, every producer has the freedom to pursue courses or shadow directors, depending on how they learn best.

“It’s about offering an individualised and tailored approach to education.”

Her guiding principle? Keep perspective.

“Everything is solvable. Everyone is working towards the same goal, so don’t be afraid to ask for help or more time if you need it.”

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