SAN FRANCISCO, USA // Bonnie, partner and head of brand strategy at GS&P, is reimagining the reach and role of strategy for brands as well as for everyday people.
Since coming to the agency in 1998, Bonnie has expanded GS&P’s strategic offerings to include new revenue streams, offerings such as Brand Camp, a concentrated, radically collaborative, six-week strategy sprint that helps client leadership teams author and align around ownable, actionable brand strategies. Brand Camp gives clients a safe space in which to get honest and make the tough yet necessary trade-offs that open the way for sharp and standout strategies.
Originally developed for start-ups in 2016, Brand Camp is driving much of GS&P’s growth. The model has expanded GS&P’s ability to attract businesses of all sizes and stages, to engage brands across client portfolios and to offer a new way for companies to harness GS&P’s strategic expertise.
Recognized by Ad Age and Campaign as a finalist for Chief Strategist of the Year in 2019 and 2020, Bonnie has also been the lead on projects that have resulted in some of GS&P’s most notable work. Recently this has included Comcast/Xfinity’s holiday work starring Steve Carell, HP’s “Windows of Hope” campaign and the agency’s work combating police brutality, racial injustice and violence against Asians through the “Not a Gun” campaign and the innovative “Respond2Racism” Twitter activation.
Beyond the industry at large, Bonnie is using strategy to transform how everyday people approach life. As the creator of “The Life Brief,” Bonnie helps people live with greater clarity, creativity and courage by teaching them how to write briefs for their lives. “The Life Brief” is a practice based on her belief that “you cannot have it all, but you can have all that matters.”
“The Life Brief” has evolved from an agency talk into a workbook, workshops and recurring speaking appearances at Gwyneth Paltrow’s Goop, Jane Goodall’s Activating Hope summit, the 3% Conference, SXSW, Bain & Company and Change.org. Most recently, Simon & Schuster has signed on to publish The Life Brief as a book.