Bonin Bough has a way with words. He has rallied an industry with concepts like “Digital Fitness” that characterizes most corporations as living in a Jurassic period of digital engagement and “Don’t Let Perfection Be the Enemy of Good,” his rallying cry for inviting innovation and experimentation within an organization.
But he also has a way with moving an industry forward. A natural risk taker, he constantly discovers ways that brands can interact in a new era of consumer engagement and media choice. He is an advocate for challenging convention and creating a culture of change-- particularly within the marketing department, if not across the entire corporation. He believes in the “beta economy,” a new business model in which change is constant and can lead to a “re-skilling” of any corporation. Bonin Bough is keenly aware of how marketing insights need to be shared globally across the organization.
In fact, he recently stated an ANA conference on mobility that “I need to create a culture that deems change is important.” The result is Mondelēz International’s Mobile Futures, or “the Future in 90 Days,” which provides their brands the opportunity to work directly with startups on fast-turnaround pilot programs in areas key to mobility, such as location-based advertising, in-store marketing and social TV. According to Bough, “It’s not about bringing startups inside, but learning how to work in a time-pressured, fast-thinking entrepreneurial environment. This helps to re-skill an entire organization through a collaboration model that brings new partners to the table.”
Bough’s role as Vice President of Global Media & Consumer Engagement at Mondelēz is a just a few months old. He joined Kraft one year ago in the same role after serving as Senior Global Director of Digital and Social Media at PepsiCo for more than three years. Before Pepsi, he was in a global director role at IPG’s Weber Shandwick Worldwide.
Mondelēz International is comprised of the global snacking and food brands of the former Kraft Foods Inc., following the spin-off of its North American grocery operations in October 2012. The Mondelēz name was created from employee input with Monde deriving from Latin for world and delez with an association todelicious. Its portfolio includes such billion-dollar global brands as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo cookies, Tang powdered beverages and Trident gums.