Mondelez's Bonin Bough on Marketers and the "Hackonomy" [#CZLSF]

  |  August 14, 2014   |  Comments

In this video, Bough discusses the meaning of the term "hackonomy" and explains how brands that disrupt the norm will come out on top, as well as what this means for future generations of marketers.

In his opening keynote at ClickZ Live San Francisco, "Hackonomy: Creating Value by Breaking the Marketing Mold," Bonin Bough, vice president of global media and consumer engagement at multinational confectionery, food, and beverage conglomerate Mondelēz International, discussed how marketing and media are changing as a result of the "hackonomy." That term is a portmanteau of "hacking" and "economy," which he coined to refer to a good kind of hacking in which hackers disrupt existing concepts and forge new ways of doing things.

Bough shared examples of how brands are breaking the mold with their marketing strategies to engage consumers and said it's the brands that disrupt the norm that will come out on top. In this video, he also discusses what this means for future generations.


Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

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