GAME CHANGERS: Will the Next "Revolution" be Consumer Driven?
B. BONIN BOUGH
Global Head of Digita and Social Media, PepsiCo
Vice President, Marketing, Mercedes-Benz USA
HP Senior Fellow and Director, Social Computing Research Lab, HP Laboratories
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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.
Stephen Cannon is vice president, marketing, for Mercedes-Benz USA. In this role since 2007, Cannon serves as a member of MBUSA's executive management team with overall responsibility for marketing communications, market research, and product management of the Mercedes-Benz and Maybach brands in the United States. Previously, Cannon was a principal for The Richards Group, one of the largest independent full-service advertising agencies in the country. He has also held key positions with retail and business consultancies. Cannon began his automotive career in 1991 as assistant to the president and CEO of Mercedes-Benz of North America. From there, Cannon moved to Stuttgart and joined a small team tasked with the development, manufacturing, and launch of the M-Class, the first Mercedes-Benz SUV ever made in and for this market. He is a US Army Airborne Ranger and served as first lieutenant in West Germany during the fall of the Iron Curtain.
Bernardo Huberman is an HP senior fellow and director of the Social Computing Research Lab at HP Laboratories, which focuses on methods for harvesting the collective intelligence of groups of people in order to realize greater value from the interaction between users and information. Huberman's main research focus is on the relationship between local actions and the global behavior of large, distributed systems. Areas of exploration include distributed knowledge, social organizations, and the economics of attention. Much of Huberman's research has concentrated on the World Wide Web, with an emphasis on the dynamics of its growth and use. This work helped uncover the nature of electronic markets, the detailed structure of the Web, and the laws governing the way people surf for information. One of the originators of the field of ecology of computation, Huberman recently published the book The Laws of the Web: Patterns in the Ecology of Information.
Andrew McAfee is a principal research scientist at MIT and cofounder of the Initiative on the Digital Economy at MIT’s Sloan School of Management. In his new best seller, The Second Machine Age, McAfee and coauthor Erik Brynjolfsson warn that we’re entering a wildly new era in human history. When the Industrial Revolution replaced manual labor with machines, people were still needed to run things; only a decade ago, pundits were telling us to become “knowledge workers” for job security. But with digital technology, the machines have now begun to take over those roles as well. This “second machine age” will change business and society in ways we can hardly imagine today. McAfee has written for Harvard Business Review, The Economist, The Wall Street Journal, and The New York Times. His previous books include Enterprise 2.0 and Race Against the Machine.