Over the course of his career, Bough has worked on several brand or agency programmes that aimed at working with startups.
One of these initiatives proved to be a lesson for him and has become what he calls "his biggest mistake in working with startups."
This article is part of the Campaign Innovate series, a collection of articles that examine the way innovation, startups and technology are affecting the advertising and marketing industry.
Campaign Asia-Pacific has also launched the Campaign Innovate competition, an event that aims to provide a platform for Asia-Pacific's startups to pitch to some of the world's biggest brands.
