Bonin Bough: Power List 2012

Bonin Bough moved to Kraft Foods this past February after spending three years with PepsiCo as its senior global director of digital and social media.

VP, global media and consumer engagement, Kraft Foods
Bonin Bough moved to Kraft Foods this past February after spending three years with PepsiCo as its senior global director of digital and social media.

While at PepsiCo, Bough – known for his digital expertise – spearheaded a number of projects. Among them was the well-regarded Pepsi Refresh campaign in 2010, during which the company funded $20 million worth of projects by consumers, businesses, and nonprofits. He also worked on a project for PepsiCo's Gatorade, when it built a mission control center to analyze and drive conversations about the brand on social platforms.

Bough now oversees all digital communications for Kraft, while also forging partnerships with online platforms, driving digital strategy for its products, and managing internal capabilities.

A strong proponent of mobile technology, one of Bough's first initiatives at Kraft has been to oversee the Kraft Nokia Mobile Innovation Lab, which seeks to develop mobile strategies in areas including gaming and social experience that provide entertainment, engagement, and meaningful experiences to users. Nokia and Microsoft Windows are also both involved in the project.

A renowned digital and social media guru, Bough is a well-regarded thought leader among the tech sector. He frequently speaks on social media at various events, such as the 2012 Social Business Summit, and is known to attend and set up digital-focused seminars at events such as the South by Southwest festival.

He is a contributor for Forbes, where he writes about digital topics and delves into his fascination with technology, and its role in transforming society and business. Bough also tweets to his 9,500-plus followers regularly.

Creativity and drive have played strong roles in Bough's success thus far. He has said that LEGO has proven influential in the way he thinks about ideas and concepts, in terms of joining mismatched pieces together and using traditional blocks in new ways.

Prior to his positions at Kraft and PepsiCo, Bough was EVP and director of the global interactive, social, and emerging media practice at Weber Shandwick.

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