PepsiCo opens the DMA show in San Francisco

Share this article:

An enthused Bonin Bough took the stage Sunday around noon to open the lunchtime keynote for the 2010 DMA Conference & Exhibition in San Francisco. Bough has led PepsiCo's social media efforts for the last two years as the global director of digital and social media.

Interviewed on stage by Direct Marketing News' editor in chief, Carol Krol, Bough challenged the marketers in the room to focus on “digital R&D” and to experiment more as new technologies continue to change both consumer and business behavior.

“We are approaching 100% Internet access [among Americans],” he said. “It's not just society that's being transformed, it's businesses, and it's only going to happen faster and faster.”

Bough discussed recent PepsiCo social programs, including the Trop50 partnership with Blogher and the ongoing Pepsi Refresh Project. He called the Refresh campaign a “logistically huge project,” which has garnered 46 million votes so far and is now rolling out to other countries.

“It's about listening and then we try to figure out a strategy around that,” he said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Will American Wallets React to Jack Ma's "Open Sesame"?

Will American Wallets React to Jack Ma's "Open ...

Observers pooh-pooh Alibaba's chances to challenge Amazon and eBay, but the boss of China's e-commerce giant vows rapid U.S. expansion following his IPO.

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.

Get Ready, New iPhones Change the Game for Marketers

Get Ready, New iPhones Change the Game for ...

Apple's new gadgets not only feed consumers' insatiable desire for video content, but also cast the spotlight on mobile marketers.