/// Bonin Bough
Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondelēz International
B. Bonin Bough is the Vice President of Global Media and Consumer Engagement at Mondelēz International. Bough is known for leading some of the industry’s largest and most innovative global media investments across digital, TV, print and outdoors. He is unique in his commitment to forging emblematic partnerships with the industry’s biggest players including Paramount, ABC, Facebook, Twitter and many more. He is credited as the leader in partnering startups with brands having executed the first of its kind FourSquare brand partnership. This has led him to launching three of the largest corporate start-up accelerator programmes to date.
Found consistently at the forefront of thinking and execution in mobile, Bough is recognized as one of business’ hottest rising stars. He was recently inducted into the American Advertising Federation’s Advertising Hall of Achievement. He can also be found in lists such as Fortune’s “40 under 40”, Fast Company’s 100 Most Creative People in Business, Ebony’s Power 100 and The Internationalist’s Internationalists of the Year.
On joining Mondelēz International, Bough has been the driving force behind numerous first-of-their-kind initiatives and brand reinventions. One such initiative is Mobile Futures, an accelerator program that partners the company’s famous brands with leading mobile startups, encouraging a culture of intrepreneurship. Further, Trident’s Trending 10 TV show on FuseTV was the first show to be sourced and produced from real-time Twitter conversation spikes. Bough also played a leading role in bringing to life the company’s real-time marketing activations, including OREO Daily Twist and the now famous, “You can still dunk in the dark” Tweet – the yardstick by which the world’s media have measured real-time marketing to date. Recently he drove Trending Vending, which tapped into the future of food and consumer engagement using social media and 3D printing technology to create customized OREO cookies in real-time on-site at SXSW 2014. Bough’s digital strategies have led to direct results for Mondelēz International brands, including Nilla Wafers, which saw almost a 10% increase in its sales with the use of social media alone.
Prior to joining Mondelēz International, Bonin spent over three years at PepsiCo where he oversaw global digital strategy and drove the implementation of countless digital marketing campaigns. He also led the integration of social media tools across the company’s portfolio of food and beverage brands. Bough was instrumental in integrating digital media into PepsiCo’s overall brand vision and growth strategy, securing them a spot on Fast Company’s “Most Innovative Companies” list.
Previously, Bough created Weber Shandwick’s global interactive, social and emerging media practice, where he served as Executive Vice President and Director, leading strategic programming for the agency’s top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) where he ran the interactive strategy unit and led the roll-out of the Europe and Asia digital practices.
Bough’s achievements in the world of interactive marketing have won him numerous awards, including a Cannes Lion’s GrandPrix, Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewer’s Choice for MrPicassoHead.com. Bough also taught for five years at NYU’s Center for Publishing, leading courses on the principles and applications of online publishing. He is the co-author of the 2010 book Perspectives on Social Media Marketing, and is a board member of the Mobile Marketing Association’s Executive Marketing Advisory Board, the Digital Collective and the Social Media Advisory Council. Bough attended Hartwick College, earning degrees in Physics and Political Science.