Chief Consulting Officer

Areas of expertise:

  • Marketing and audience development planning
  • Interpreting and applying research findings
  • Collaborative project development
  • Facilitation
  • Training

Penny has considerable experience working with cultural organisations and consortia to convert evidence and insight into effective audience development.

Joining The Audience Agency in 2006, she previously worked in strategic marketing roles at the Royal Court Theatre and for festivals in Edinburgh. At The Audience Agency, Penny is responsible for our clients across London and also specialises in audience development planning and evaluation of touring work nationally (indoors and outdoors). She has recently delivered projects for Historic Royal Palaces, Shubbak Festival, the Photographers` Gallery, Team London Bridge, a number of London`s leading producing theatres and a wide range of Strategic Touring projects across artforms (funded by ACE). She is expert in working strategically with organisations to generate insights which result in meaningful audience development planning and engagement.

Penny has an MSc in Arts Policy and Management and a Diploma in Marketing Communications.

Twitter: @penelopemills


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Place-shaping & Collaboration

Creativity and collaboration are at the heart of place-shaping. We help you to achieve meaningful cultural change, working in place-based partnerships.

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Top Tips | Four ways to get the most out of your organisation’s data

Penny Mills shares her top tips to take the next steps and get the most out of your organisation’s data using Audience Finder.

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Evaluation & Impact

Embedding a learning process in your work is an essential part of developing the best possible offers for your audience.