Mondelez' Bonin Bough: my biggest mistake in working with startups

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.