Mondelēz’s Bonin Bough: Scale is No Longer a USP for Large Agency Groups, Expertise Is


Global brands need global marketing solutions, and for the most part those needs have been met by the large agency holding groups. One of the core components of the holding group offering is scale, which allows them to both meet the client’s needs more efficiently while also being able to factor in the nuances of each market. While you certainly still need scale to stay in the game, Bonin Bough, SVP, Chief Media and eCommerce Officer at Mondelēz International, says that it’s no longer what brands look to when choosing an agency partner – expertise and an appreciation of integrated marketing is.

 

 


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