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 mobile campaigns to date.

Having first discussed the company's broad intentions at the Mobile Media Upfront in 2012, he used the 2013 gathering to re-examine his prediction from a year ago that, "We have to make it happen, because that is where we believe we will see the most dramatic impact to our consumers' buying behaviour."