18 People in Marketing You May Not Know...but Should
Not all influencers are well-known; that doesn't make their impact any less potent.
Hungry for Innovation
Technology isn't just something that B. Bonin Bough, VP of global media and consumer engagement for Mondeléz International, likes to snack on. He devours it.
“It's said that by 2020 all [of] the products in a grocery store will be connected to the Web,” Bough said while presenting at the Direct Marketing News Marketing&Tech Partnership Summit last January. “That means we might be one of the biggest tech companies in the world.”
To keep Mondeléz International on the cusp of innovative marketing, Bough heads several cutting-edge programs, including Mobile Future—an initiative that connects the company's brands to mobile startups.
He also strives to satisfy the company's hunger for social. For instance, his team turned Oreo into the poster child for real-time marketing by showing the world that “You can still dunk in the dark” with the brand's infamous Super Bowl XLVII tweet. Other social strokes of genius include: the Oreo Trending Vending Machine at SXSW 2014—a 3D printing technology that creates real-time, customized cookies based on trending flavors; and Trending 10—a show created by Trident gum, Twitter, and Fuse music television that sources content from trending music and pop culture conversations. Of course, Bough ensures that social is a measurable channel for Mondeléz International. In fact, his social ingenuity has led Nilla Wafers to experience a nearly 10% increase in sales.