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Will Burroughs

Will Burroughs

Sr Brand Strategist at Goodby, Silverstein & Partners

San Francisco, USA







I'm a Senior Brand Strategist at Goodby Silverstein & Partners. Originally from Australia, I came to San Francisco via Amsterdam. The need to solve problems is something that drives me. While sometimes that can make me an annoying boyfriend, I believe it makes me a great strategist. I love sitting with people to discuss the various ways we could approach a problem and then stress-testing and massaging it until it’s tight. But I also believe in just getting on with it. Not sitting around mulling ideas endlessly, but rather experimenting with solutions and trying them on for size. Ideating on the fly, working quickly, treating work like an open conversation rather than a one-sided dictate. It’s important to be generous with ideas, to be “the open mind that opens minds” (to quote Gareth Kay). I believe that, in a post-digital world, we’ve moved beyond “advertising”; brands need to be focused on empowering people. As digital products become as important as physical ones, brands shouldn’t be defined as a “producer of x”, but instead seen as a “believer in y”, using their power and influence to change the world for their customers. And so, for me the very best thinking is that which takes a desire to help people and uses media to amplify that message.