CANNES — Brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights, according to the marketing chief of Oreo and Toblerone company Mondelēz International.

Bonin Bough reckons a coming fusion of media buying and ecommerce opportunities will fuel massive business expansion.

“We saw a unique opportunity in the marketplace right now to build a bridge between the media practice and what we think will be one of our fastest-growing P&Ls, which will be ecommerce,” Bough told a Beet.TV discussion panel with TubeMogul CEO Brett Wilson. That fusion is what gave Bough his own new title recently, of ‎SVP, Chief Media and eCommerce Officer.

“Everybody’s talking about ‘unicorns‘, growing a billion-dollar business really quick… we believe this notion of digitising traditional businesses will actually grow bigger, better, faster unicorns than even the tech business can build.

“Ecommerce will be 50% of the growth of most CPGs over the next five years.”

Mondelēz does not sell its own goods direct to customers but instead through retailers. In an ecommerce world, Bough says he wants to be “driving more traffic to our retailers, ultimately driving what we think will be the fastest-rowing ecommerce business out there”.


We interviewed Bough at the Cannes Lions Festival as part of a series on video advertising presented by TubeMogul.  Please visit this page for more videos from the series.