Mondelēz VP of global media: Mobile Futures is as much about culture of innovation as new technology

On the launch of innovation program Mobile Futures in Australia, Mondelēz International’s global head of media says the project is as much about developing a culture of innovation – opening the eyes of the company’s marketers to different ways of thinking – as it is about finding new ideas.


Cadbury Dairy Milk and Philadelphia cream cheese are among five brands partnering with startups in Mobile Futures Australia, which aims to develop new ways of connecting with customers via mobile.

The initiative, launched last year in the US and Brazil, aims to, “ignite the company’s consumer connections by collaborating with some of the brightest and most innovative minds in the mobile space – startup entrepreneurs.”

The program will pair five brands – Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and BelVita breakfast biscuits – with five startups to accelerate and scale existing mobile innovations in 90 days.

“Around half of Australian consumers’ online activity occurs via mobile or tablet devices, but there’s a big gap between that mobile usage and where companies are investing their ad budgets,” says Bonin Bough, VP of global media and consumer engagement at Mondelēz International.

“Digitally savvy markets like Australia will play a lead role in our plan to invest 10% of our global marketing budget in clever and engaging mobile activations that span the entire consumer journey.

“Our goal is to become one of the top mobile marketers in the world, and Mobile Futures is one very exciting program that will help us get there.”



The international food giant says the program is about understanding and embracing the entrepreneurial spirit of start-up companies, to develop its own culture of innovation. Selected startups will work with the five brands to customise and accelerate their mobile platforms, and activate pilots in a period of 90 days. Brands will start by spending a week working at the start-up’s headquarters, immersing the company’s marketers into start-up culture.

“Mobile Futures is a first-of-its-kind program because it begins and ends with startups. Startups are the innovative lifeblood for the digital world and we’re committed to supporting them,” says Bough.

“At the same time, this program will further drive innovation within our own organisation and create a culture of ‘intrapreneurship’. Out of that new culture will emerge new, innovative ideas that will shape the future of mobile,” he says.

“Mobile Futures is so exciting for us because it will step-change our thinking around how we engage with consumers in the mobile world that we live in. Mobile Futures will also encourage all of us at Mondelēz International to adapt our daily marketing responsibilities to be more entrepreneurial, resulting in better, faster, and more efficient decisions for our brands,” says Amanda Banfield, managing director, snacking Australia, Mondelēz International.


The Mobile Futures network

The Mobile Futures partner network is comprised of leading organisations in the tech start-up ecosystem, including incubators, accelerators, shared work spaces, plus more, allowing the company to tap into technologists and entrepreneurs. Members include Evol8tion, Pollenizer, LBMA, Hub Australia, MMA, BlueChilli, TechBeach Manly, Spacecubed, Startmate and ATP Innovations, Inspire9 and Angelcubed.


Calling all start-ups

In launch events across Melbourne and Sydney this month, Bough is issuing an open call to startups operating in some of the most exciting areas of mobile. Start-ups are encouraged to apply online now at