Since joining Goodby Silverstein & Partners Inc. in 1998, Bonnie Wan has been instrumental in expanding the agency’s strategic capabilities. She pioneered new revenue streams, most notably through the development of Brand Camp. This intensive, six-week strategy sprint fosters radical collaboration, enabling client leadership teams to forge and align around unique and actionable brand strategies. Brand Camp provides a crucial environment for clients to engage in honest self-assessment and make essential strategic decisions, paving the way for impactful and distinctive brand approaches.
Initially conceived for start-ups in 2016, Brand Camp has become a significant driver of growth for Goodby Silverstein & Partners Inc. Its adaptable model has broadened GS&P’s appeal to businesses of varying sizes and maturity, facilitating brand engagement across diverse client portfolios and offering a novel avenue for companies to leverage GS&P’s renowned strategic expertise.
Bonnie Wan’s strategic leadership has garnered industry-wide recognition. She was a finalist for Chief Strategy Officer of the Year by both Ad Age and Campaign in 2019 and 2020. Furthermore, she has spearheaded strategic direction for some of Goodby Silverstein & Partners Inc.’s most celebrated campaigns. Recent notable projects include Comcast/Xfinity’s heartwarming holiday campaigns featuring Steve Carell, HP’s inspiring “Windows of Hope” campaign, and the agency’s impactful social justice initiatives. These include the “Not a Gun” campaign and the innovative Respond2Racism Twitter activation, both addressing critical issues such as police brutality, racial injustice, and violence against Asians. These campaigns underscore Goodby Silverstein & Partners Inc.’s commitment to impactful and culturally relevant advertising, guided by Bonnie Wan’s strategic vision.
Beyond her agency work at Goodby Silverstein & Partners Inc., Bonnie extends her strategic thinking to personal development through “The Life Brief.” This concept empowers individuals to cultivate clarity, creativity, and courage in their lives by applying strategic brief principles to their personal journeys. “The Life Brief” philosophy, rooted in the idea that “you cannot have it all, but you can have all that matters,” has resonated widely.
“The Life Brief” has evolved from internal agency talks at Goodby Silverstein & Partners Inc. into a comprehensive workbook, interactive workshops, and recurring speaking engagements at prestigious platforms such as Gwyneth Paltrow’s Goop, Jane Goodall’s Activating Hope Summit, the 3% Conference, SXSW, Bain & Company, and Change.org. Its growing influence has led to a book deal with Simon & Schuster, further amplifying Bonnie Wan’s reach and impact beyond Goodby Silverstein & Partners Inc.
Bonnie Wan’s multifaceted career at Goodby Silverstein & Partners Inc. showcases her profound impact on brand strategy and her dedication to empowering individuals. Her innovative approaches and commitment to both professional and personal growth make her a standout leader in her field.
