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Bonin Bough
Born
Brant Bonin Bough
Career
ShowCleveland Hustles
StationCNBC
Occupations
Employers
Websitebboninbough.com

Brant Bonin Bough is an American marketing executive, author, and host of the CNBC show Cleveland Hustles.[1][2][3] He is often referred to as a marketing expert, especially in the areas of social and digital marketing[1][3][4][5][6][7] and his career has garnered significant attention since 2007.[8][9][10] He garners "celebrity-like" attention in his industry.[11][12]

Early life

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At age 11, Bough spoke at an event held at Cathedral of Saint John the Divine to coincide with the United Nations' World Summit for Children.[13] At age 12, Bough was a member of Youth Uprising, a congress of young people challenging how news media portrays them in print and television. He read a list of "challenges" at the Bust the Stereotypes Speakout, a New York conference featuring a panel of journalists from several media companies like WABC-TV and The New York Times.[14]

Bough attended Hartwick College, graduating in 1999.[15]

Career

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In 2007, Bough became vice president of Screengrab, part of the public relations firm Weber Shandwick, a subsidiary of Interpublic Group of Companies. He had previously worked for another New York firm, Ruder Finn,[8] where he was a founding member of the firm's digital practice, Ruder Finn Interactive, since 1999.[16]

In 2008, Bough began working at PepsiCo as the digital and social media director.[3][17] During his time at the company, he ran a "digital fitness" bootcamp which educated the company's executives on technology in an attempt to bridge the gap between them and their customer base.[16][17] During his tenure, Pepsi also launched the Pepsi Refresh Project.[18][7] Bough was also involved in the launch of a partnership between Pepsi and Foursquare, as well as a separate but similar social app, Pepsi Loot.[19]

In 2011, Fast Company named him one of its "100 Most Creative People In Business",[12] while Fortune and CNNMoney each named him on their lists of 40 under 40.[20][21] In 2012, Bough left PepsiCo to join Kraft Foods Group.[22] He became chief media and e-commerce officer at Mondelez International, a confectionery, food, and beverage company spun-off from Kraft Foods.[3][23][24] Later the same year, he started Mobile Futures, an incubator program that paired start-up social media companies with several Mondelez-owned brands to launch individual marketing strategies.[22] One of these start-ups, Betabox was later purchased by VaynerMedia.[25] Another start-up Waze, which partner with Stride Gum, was later bought by Google.[16]

In January 2013, during the power outage at the Super Bowl XLVII, Bough had the idea to tweet "Power out? No problem. You can still dunk in the dark."[26][27][28] This tweet is regarded as an innovative real-time use of social media by a brand.[29][16][30][31] In 2014, Adweek named Bough #4 on their list of "most influential buyers, sellers and marketers," estimating his media spending at $182 million.[2]

In June 2014, Bough was one of the five advertising executives featured in a Ad Age campaign that imagined what their lives might have been like without the magazine.[32][33]

In 2016, Bough was involved in a marketing campaign for Stride Gum that hired skydiver Luke Aikins to make a jump without a parachute or wingsuit. Aikins leapt from a plane at 25,000 feet (7,600 m) in California landing in a net while the event aired live on television.[24][27][34]

Bough published Txt Me, a book on messaging and how the mobile device has changed modern life.[35] Bough's phone number is on the cover and he actively encourages the public to reach out via text.[36]

In August 2016, Bough left Mondelez to host the CNBC television reality series Cleveland Hustles.[37] The series is produced by LeBron James and Maverick Carter, and based on the premise of helping local entrepreneurs start a new business.[27][38][39]

Awards and recognition

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Publications

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  • Bough, B. Bonin (2016-08-16). Txt Me: Your Phone Has Changed Your Life. Let's Talk about It. BenBella Books, Inc. ISBN 9781942952367.
  • Agresta; Bough; Miletsky (2010-09-15). Perspectives on Social Media Marketing, 1st ed. Cengage Learning. ISBN 9781435456532.

References

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  1. ^ a b Dodson, Claure (2016-11-21). "How Bonin Bough Pivoted From Marketing Guru To Reality TV Host". Fast Company. Retrieved 2017-03-26.
  2. ^ a b c Adweek staff. "The Adweek 50: Meet the Real Movers and Shakers Behind the World's Top Brands". Retrieved 2017-03-26.
  3. ^ a b c d Zmuda, Natalie (February 7, 2012). "PepsiCo Loses Digital Guru to Kraft". Advertising Age. Retrieved March 26, 2017.
  4. ^ Dubois, Jake (2017-01-18). "Bonin Bough About Career And Its Impact". Black Matters US. Retrieved 2017-07-08.
  5. ^ "Trendsetters: Bonin Bough, Pepsi's Global Digital Guru, outlines the Power of the UPC". Internationalist Magazine. 2010-06-21. Retrieved 2017-07-08.
  6. ^ a b c Vaynerchuk, Gary (July 1, 2014). "Bonin Bough: Power List 2014". PR Week. Retrieved 2017-07-08.
  7. ^ a b c "Bonin Bough: Power List 2012". PR Week. July 1, 2012. Retrieved 2017-07-08.
  8. ^ a b "People and Accounts of Note". The New York Times. 2007-02-21. Retrieved 2017-07-08.
  9. ^ Schultz, E.J.; Wohl, Jessica (2016-08-16). "Bonin Bough Has Left Mondelez". AdAge. Retrieved 2017-11-15.
  10. ^ Zmuda, Natalie (2012-02-07). "PepsiCo Loses Digital Guru to Kraft". AdAge. Retrieved 2017-11-15.
  11. ^ Schultz, E.J.; Wohl, Jessica (August 16, 2016). "Bonin Bough Has Left Mondelez". AdvertisingAge. Retrieved 2017-07-08.
  12. ^ a b c "77. B. Bonin Bough". Fast Company. 2011-05-18. Retrieved 2017-04-12.
  13. ^ Howe, Marvine (1990-10-01). "World Summit for Children; New York Children Join In Exchanging of Ideas". The New York Times. Retrieved 2017-07-08.
  14. ^ Hevesi, Dennis (1990-11-19). "Youths Criticize Media On Coverage of Children". The New York Times. Retrieved 2017-07-08.
  15. ^ "e-Commerce Expert Bonin Bough '99 to Speak on 'Hackonomy' at Hartwick College". Hartwick College. Retrieved 2017-07-08.
  16. ^ a b c d Stein, Lindsay (September 1, 2013). "Newsmaker: Bonin Bough, Mondelēz International". PR Week. Retrieved 2017-07-08.
  17. ^ a b Zmuda, Natalie (November 7, 2011). "Digital Fitness Is Latest Craze in Building up Your Marketing Ranks". Retrieved April 2, 2017.
  18. ^ Preston, Jennifer (2011-01-30). "Pepsi's Bet on Community Projects Over the Super Bowl". The New York Times. Retrieved 2017-07-08.
  19. ^ Clifford, Stephanie (2010-04-28). "Linking Customer Loyalty With Social Networking". The New York Times. Retrieved 2017-07-08.
  20. ^ a b "40 Under 40 - Bonin Bough". Fortune. 2011-10-25. Retrieved 2017-04-12.
  21. ^ a b "40 Under 40 - Bonin Bough (25)". CNNMoney. October 25, 2011. Retrieved 2017-07-08.
  22. ^ a b "Mondelez executive pairs Oreo, Trident and other big brands with startups". Blue Sky Innovation. Chicago Tribune. Retrieved 2017-07-08.
  23. ^ Shing, David (2013-03-11). "SXSW SHINGERVIEW: Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelēz International". Huffington Post. Retrieved 2017-07-08.
  24. ^ a b "Bonin Bough talks his new hosting gig, the future of messaging apps and today's media landscape". The Drum. Retrieved 2017-04-12.
  25. ^ Carpenter, John. "Betabox, born of a Mondelez incubator program, bought by VaynerMedia". chicagotribune.com. Retrieved 2017-07-08.
  26. ^ "Oreo's Super Bowl Power-Outage Tweet Was 18 Months In The Making". Business Insider. Retrieved 2017-04-02.
  27. ^ a b c Rodio, Michael (September 1, 2016). "B. Bonin Bough: The Creative Genius Who Teamed With LeBron to Raise Cleveland's Game". Men's Fitness. Retrieved March 26, 2017.
  28. ^ Daykin, Jerry (August 17, 2016). "'Inspiring and horribly disruptive': How Bonin Bough created a start-up culture at Mondelez". Campaign Magazine. Retrieved 2017-04-12.
  29. ^ "Mondelēz's Bonin Bough speaking at GrowthBeat Summit June 1 and 2". VentureBeat. 2015-05-18. Retrieved 2017-06-15.
  30. ^ Inc., Advanced Solutions International. "View All Advertising Hall of Achievement Members | AAF". www.aaf.org. Retrieved 2017-04-12. {{cite web}}: |last= has generic name (help)
  31. ^ The New York Times (2013-05-28). "Webdenda". The New York Times. Retrieved 2017-07-08.
  32. ^ Elliott, Stuart (2014-06-09). "Ad Age Campaign Offers a Look at Roads Not Taken". The New York Times. Retrieved 2017-07-08.
  33. ^ "Advertising Age - Become a Member". Ad Age. Retrieved 2017-07-08.
  34. ^ CNN, Euan McKirdy. "Skydiver plummets 25,000 feet -- with no parachute". CNN. Retrieved 2017-04-02. {{cite web}}: |last= has generic name (help)
  35. ^ Bough (2016)
  36. ^ Jordan, Nicole (2017-06-28). "Bonin Bough thinks brands are still behind when it comes to messaging". The Drum. Retrieved 2017-07-07.
  37. ^ Miller, Matthew; Samadi, Faaez (August 17, 2016). "Bonin Bough departs Mondelez". PR Week. Retrieved 2017-07-08.
  38. ^ Miller, Matthew; Samadi, Faaez (August 17, 2016). "Mondelez marketer Bonin Bough departs". Campaign Magazine. Retrieved 2017-07-08.
  39. ^ Bentley, Rick (2016-09-22). "CNBC series from LeBron James looks to give financial bounce to Cleveland". The Fresno Bee. Retrieved 2017-03-26.
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Category:CNBC people Category:People from Cleveland Category:African-American television hosts Category:People from New York City Category:PepsiCo people Category:American marketing people Category:American business writers Category:Living people

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