B. BONIN BOUGH
Director of Digital and Social Media at PepsiCo
The era of big data presents incredible opportunities -- smarter cities, stronger companies, faster medicine -- but just as many challenges. Storage is scarce, systems overloaded, governments and businesses know too much. The world now contains unimaginably vast amounts of digital information, which is growing exponentially. Managed well, this data can be used to engineer new engines of economic value, unlock scientific breakthroughs, and hold politicians accountable. Managed poorly, it can cause great harm.
The financial crisis showed that complex models that analyze large quantities of data do not always reflect financial risk in the real world. The financial crisis was sparked by big data -- and there will be others. But the data deluge will also generate millions of new ideas for how to solve big problems, build new markets, and expand existing ones. Ideas Economy: Information is a fresh look at knowledge management for the information age.
The Economist will bring together theorists, strategists, and innovators who understand how to harness data to create value and advance individual, corporate, and social good. We will sift through the vast quantities of current thinking on data to uncover the best ways forward. And we will apply the lessons of the Ideas Economy, about innovation, human capital, and intelligent infrastructure, to uncover new sources of growth and accelerate human progress across the globe.
B. Bonin Bough is Vice President of Global Media and Consumer Engagement at Mondelēz International. In this role, Bough is responsible for all forms of media, including leading and developing the partnerships, internal capabilities and strategies across all forms of consumer connections, including digital, TV, print and outdoors. Since joining Mondelēz International, Bough has been the driving force behind Mobile Futures, a first-of-its-kind program that partners the company’s brands with leading mobile startups. He has also played an integral role within the teams behind OREO Daily Twist and the OREO Super Bowl commercial and real-time activations. Bough has been recognized as one of business’ hottest rising stars in lists that include Fortune’s 2011 “40 under 40”, Fast Company’s 2011 100 Most Creative People in Business, Ebony’s Power 100 and The Internationalist’s 2012 Internationalists of the Year. In 2013, he was inducted into the American Advertising Federation’s Advertising Hall of Achievement.
Prior to joining Mondelēz International, Bonin spent three and a half years at PepsiCo where he oversaw company-wide digital strategy and the implementation of social media tools across PepsiCo’s portfolio of food and beverage brands. Bough was instrumental in integrating digital media into PepsiCo’s overall brand vision and growth strategy, helping to make them one of the most innovative companies in the world as recognized by Fast Company in their 2011 “Most Innovative Companies” issue. He is credited with bringing PepsiCo to SXSW and helping launch the groundbreaking PepsiCo10 and Pepsi Refresh programs, as well as creating Gatorade Mission Control and the Women’s Inspiration Network.
Previous to his work with PepsiCo, Bough was the Executive Vice President and Director of Weber Shandwick’s global interactive, social and emerging media practice, leading a global team of over one hundred people. He led strategic programming for the agency’s top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) where he ran the interactive strategy unit and led the roll-out of the Europe and Asia digital practices.
Bough’s achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewer’s Choice for MrPicassoHead.com. Bough also taught for five years at NYU’s Center for Publishing, leading courses on the principles and applications of online publishing. He is the co-author of the 2010 book Perspectives on Social Media Marketing, and is a board member of the Mobile Marketing Association’s Executive Marketing Advisory Board, the Digital Collective and the Social Media Advisory Council. Bough attended Hartwick College, earning degrees in Physics and Political Science.
Alexandra Suich is a finance correspondent, based in New York, where she covers hedge funds and private equity. She also helps coordinate The Economist's online debate series (www.economist.com/debate).
Previously, she wrote for the business and U.S. sections of the magazine. In addition to writing for The Economist, she has published articles with Newsweek International, Slate, The Chronicle of Higher Education, and The Nation. She graduated from Yale, where she double-majored in history and African studies and was designated a Yale Journalism Scholar.
B. Bonin Bough, global director of digital and social media for PepsiCo, explains how in the new age of social media, traditional mass media platforms like television and print are still relevant in advertising.