Closing the mobile marketing gap a priority

Have we reached the tipping point for mobile? In terms of scale, mobile is unprecedented in its disruption of media. There are 5.2 billion mobile phones globally and 24 per cent of all media consumption today is on a mobile device—yet only one per cent of marketing dollars are actually being spent there.

One marketer fighting for that to change is Bonin Bough, vice-president of global media and consumer engagement at Mondelez International (formerly Kraft). Featured on the cover of this issue, Bough believes it is the responsibility of global marketers like Mondelez to engage with consumers in the most meaningful ways. So, a few months ago, he took a hard look at where his organisation was focusing its media efforts and spend. He found that, like most companies, it was putting the majority of its dollars in TV, print and digital. And like most, it had only begun to think about and experiment with mobile. That got Bough thinking.

In this issue he shares his outlook on the future of mobile, and how, for Mondelez to become a leader in consumer engagement, he is challenging his teams to think more broadly about how they connect with consumers and innovate from within the company. His objective is to be one of the top mobile marketers in the world—and to shift 10 per cent of Mondelez’s marketing dollars to mobile. 

This month our editorial team set out to identify the people pushing the boundaries of design in promising new directions. We invited top designers to share their ideas and discuss how brands can use design in unique and surprising ways. 

This issue also explores the changes in consumer values in Japan, a country where the aftershocks of 3/11 continue to affect the nation’s social fabric. With Japanese consumers becoming more open and accountable post disaster, we look at how brands are adjusting their marketing strategies, tapping into new forms of social goodness. 

CONTENTS

Inbox
Letters, blogs, campaignasia.com’s top 10

The Month
Instant news round-up

The Rankings
Business performance update

The Big Picture
Online retail in China

Insight/Advertising
Clients’ drive agencies to collaborate
John Merrifield on a new wave at Google
Craig Davis on ideas

Insight/Marketing
The new breed of research firms: fast, focused and always on
Fast food companies compete to catch the early birds
Reebok needs to draw on rich heritage to regain its identity
Tech firms the new talent factories
Adam Morgan on insight

Insight/Media
Digital puts extra pressure on talent
Hari Krishnan mines LinkedIn’s treasure trove of data
Strategies for social mobile gaming
Media debate on data tools
Marcel Fenez on media

Insight/PR
Agencies can draw on traditional strengths through content marketing
Cindy Gallop on influence

PR360Asia
Conference provides forum to look at business issues at the heart of the industry

The face behind the brand
Michelle Froah, Kimberly-Clark’s regional marketing head on driving innovation

Japan
Society moves closer together, prompting new thinking by brands

The Atifa Silk interview
Bonin Bough aims to get Mondelez’s brand teams thinking like startups

The future of design
Six passionate designers who are shaping the industry across the region

The Work
Latest ads reviewed

Improve your career
Jeremy Bullmore, plus latest industry jobs

Offline
Moonwalking mishaps, Cider with Leo and why people hate Jonathan from Spotify