Bonnie Chia

Bonnie is a passionate storyteller with more than 10 years of success in the field of marketing and communications, from advertising, public relations to brand development. She cut her teeth in the industry with successful stints at the top ad and PR agencies across the globe from LA to Taipei to Singapore, working on internationally renowned brands like P&G, SK-II, ASUS, Panasonic, IHG, etc. In 2012, she joined the WWF’s Earth Hour global team in Singapore, where she switched her focus to marketing and branding for social good and sustainability, leading the global strategy and planning for the world’s largest grassroots movement. Now the Head of Brand for WWF International, her portfolio expands to include the development of the WWF brand globally. She is a creative but also result-oriented marketeer – delivering impactful, award-winning global and regional campaigns. She lives by the ethos that a successful brand must be authentic to its core business and beliefs as well as its people. As a mother of two young kids, she is dedicated to making this world a better place for them, one good story at a time.


Reaching A Billion People: A Brand Strategy that Works

Bonnie will discuss how WWF harnesses the power of open source to create the world's largest grassroots movement for the environment, Earth Hour, and using it to engage and unite people - kickstarting a movement for nature.

  • Share how WWF created Earth Hour, the world's largest grassroots movement for the environment
  • Discuss how WWF uses the different strengths of the WWF and Earth Hour brands to engage different group of audiences to reach the billion
  • How Earth Hour kickstarted a movement for nature

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