There are few places where integration and convergence of marketing communications has been more evident in the past 12 months than at Mondelez International, the snacks company that used to be part of Kraft Foods, but was spun off in October 2012.
Much of this is driven by Bonin Bough, a communications pro who made the switch into media and is pioneering a distinct, innovative, and engaging approach. A big focus for Bough is mobile and he instigated a Mobile Futures program where large brands including Trident, Ritz, iD Gum, and Oreo teamed up with startups to scale existing programs and incubate new mobile ventures.
He is committing 10% of his global marketing budget to mobile and wants Mondelez to become one of the top mobile marketers in the world. Brands will create and incubate new ventures with their startup partners and seek seed funding from VC firms and angel investors.
Mondelez also gained acclaim for its real-time marketing efforts with Oreo at the 2013 Super Bowl in New Orleans, when a clever tweet went viral after the lights had gone out at the stadium.
Bough's watchword is engagement and he is betting on mobile as the principal route to stimulating that interaction with consumers.