Mondelez International identifies the path to mobile success

Having announced plans to dedicate 10% of its global marketing budget to mobile, Mondelez International, the snacks company, set an important precedent for major brand owners everywhere.

Mondelez International identifies the path to mobile success

Sarah Shearman

Mondelez International, the snacks company, has seen "pretty spectacular" results following the decision to shift 10% of its worldwide marketing budget into mobile, according to Bonin Bough, the firm's vice president of global media and consumer engagement.

This strategy, known informally as "Getting to ten", was unveiled in October 2012, as Mondelez prepared to be spun off from Kraft Foods. And speaking at the Mobile Media Upfront conference, a trade event held in New York in May 2013, Bough suggested he had been "blown away" by the performance of its...

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