FMCG giants must ape tech firms, says Mondelez's Bonin Bough

Bonin Bough: vice president of global media and consumer engagement at Kraft Foods
Bonin Bough: vice president of global media and consumer engagement at Kraft Foods

FMCG companies will need to change their cultures and act like big tech players if they are to succeed in a mobile dominated future, according to Bonin Bough, the vice-president of global media and consumer engagement at Mondelez.

Speaking at yesterday’s (8 October) Guardian’s Changing Advertising Summit, Bough cited research that predicts"every single product sold in a grocery store will be connected to the internet by 2020".

He said: "Big organisations like ours which sell millions of products a month might, as a result of that, have to become some of the world’s largest technology companies.

"As I think about the future, my concern is that we don’t look like a large technology company. We don’t have the type of people that Cisco has. We don’t think like Google. We don’t operate like Facebook.

"So as an organisation how do we force ourselves to build the type of culture that will be necessary to win in a world of mobility?"

Bough said the trend driving the company, which owns brands such as Oreo and Cadbury, is to dedicate 10% of its media spend to mobile.

He said: "Aspiration without allocation is meaningless. It’s one thing to say you want to be a great mobile marketer, it’s another thing to resource against it."

During the panel discussion that followed, a conference delegate drew attention to the fact that three of the four panellists were from the US and asked whether Britain was falling behind in terms of producing digital innovation.

Bough rejected the notion. He said: "London is a hub of innovation in a big way. I think the conversation is at the same level in both places."

From the floor, his Mondelez colleague Sonia Carter, head of digital and social media, Europe, said she did not feel there was  a "difference in talent" but conceded that "we need to get better at showing what we can do" on this side of the Atlantic.

Later during the event, Bough also revealed that Mondelez would be launching a "wearable" experiment.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug