Large companies should hack themselves to grow, says Mondelez's Bonin Bough

NEW YORK - Executives working in large organizations must continually ask how they can "break themselves", to emulate the fast growth of start-ups, according to Mondelez International's Bonin Bough.

Bonin Bough: tells the audience at Advertising Week to be 'fearless' (picture credit: Sovev Media)
Bonin Bough: tells the audience at Advertising Week to be 'fearless' (picture credit: Sovev Media)

Work in a large company? Think like a hacker. That's the advice from Bonin Bough, vice president of Global Media and Consumer Engagement at Mondelez International, the owner of Oreo and Cadbury, speaking at Advertising Week in New York on Tuesday. 

Bough said: "Small start ups create growth and value faster than larger organizations that have been around for 100 years. We have to ask, ‘What’s happening inside there?’

"I would argue because they all are focused on this notion of being a hacker and this idea of constantly breaking themselves. As we think about ourselves, we have to ask, 'How do we break our process? How do we break our careers? How do we get to truly do we break our organization?'"

At Advertising Week two-years ago Bough launched an initiative called Mobile Future, designed to improve the company’s mobile communications by partnering with start-up entrepreneurs.

Demonstrating this idea of hacking, Bough’s talk incorporated random words, such as "surfboard" and "gooey caramel," read out by members of the audience. He responded by "hacking" these terms into his presentation.

"Just like a surfboard, we have to make sure we remain dynamic and cut through the waves of change from a constantly transforming consumer," he added to laughter from the audience.

Dana Anderson, the recently promoted senior vice president and chief marketing officer at Mondelez International, spoke alongside Bough as part of the session, which was titled "Fearless."

Anderson encouraged the audience to be fearless. She said: "This is the time have to demand greatness because consumers want it. If it’s not engaging for someone to tell someone about it, then it’s not great enough for you. 

"Fearless is the only right way because of the times we are in."