Mondelez global media boss says marketers need to ‘hack’ their businesses

May 8, 2014 11:54

Panel last night L:R Alex Hayes, Joseph Jaffe, Phil Morle, Bonin Bough, Bosco, Bosco Tan

The head of global media for Mondelez International Bonin Bough has urged marketers to learn to “hack our (corporate) cultures” in an attempt to drive innovation in their marketing.

Bough, vice president of global media and consumer engagement at Mondelez International is in Sydney to promote the new Mobile Futures program the company has just launched, and told a room full of marketers and startups they need to embrace the notion of “hacking” and break traditional ways of thinking about marketing if they are to compete in 21st Century.

“There is this notion of hacker that (people) have taken as a cultural imperative that we as marketers can learn something from, ” said Bough. “Now most people think of hackers in this negative way. Oh my god Twitter has been hacked etc. But there is a second definition that is changing the business paradigm that our types of organisations can learn a lot from.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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