CANNES, France –  Media planning has been pretty easy of the past 50 years, with deals done in back rooms over Scotch and cigars.  The complacency of this dynamic is quickly changing with new technology and CMO’s need to embrace change, says B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International, the giant consumer products company says in this video.

Bough was a panelist at a rooftop panel at Cannes presented by SpotXchange and TubeMogul.  Find more clips that event here.