Since joining PepsiCo in 2008 from his post as EVP of Weber Shandwick's social media practice, Screengrab, B. Bonin Bough has been tasked with getting PepsiCo on the social media map and into the hearts and minds of online brand influencers.
For many years, the industry has looked to PepsiCo as a leader and trendsetter. However, the days of Michael Jackson, Ray Charles, and Tina Turner ads lighting up TV are over. To break through, a brand needs to move from just delivery impressions to building connections with online influencers -- and this is something few CPG companies have been able to do.
Since he joined PepsiCo last year, Bough has slowly helped the company break through in some innovative ways, particularly using Twitter and Friendfeed. This has enabled him in a short amount of time to help one of the biggest marketers in the world build connections with online influencers and set a course others will follow."
- Steve Rubel
- SVP, Director of Insights, Edelman Digital
But as PepsiCo's global director of digital and social media, Bough has helped the PepsiCo brand parlay itself as a traditional advertising icon into the realm of digital social brand interaction.
Tapping into his proven track record of online community building, social media, social video, and digital marketing, Bough has been instrumental in integrating social media and the "online conversation" into PepsiCo's overall brand vision, engaging online consumers, and tracking behavior and trends that the brand can leverage successfully.
Bough is credited with bringing PepsiCo to SXSW, and he recently helped launch the "Dear Mr. President" viral campaign, as well as the launch of female-targeted online community The Juice, to name a few of his accomplishments during his time with PepsiCo.
Bough's achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts and SXSW -- Viewers Choice for MrPicassoHead.com.
In a past life, Bough was a professor at NYU's Center for Publishing Graduate Studies from 2000 to 2005.
Follow Bonin on Twitter at @boughb.