MMA’s SM2 a Launch Pad for Mondēlez International’s “Mobile Futures” | MMA Global

MMA’s SM2 a Launch Pad for Mondēlez International’s “Mobile Futures”

October 4, 2012

Mondelēz International announced their future strategy for mobile and unveiled a game-changing initiative to advance the media industry

New York, NY, 4 October 2012 The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, attracted industry heavy hitters and thought-leaders to its inaugural Advertising Week conference, Smarter Mobile Marketing (SM2). The two-day conference, sponsored by Millennial Media, focused on how mobile has revolutionized the media space, with the theme “business transformational” echoed throughout the entire event. 

 “As an industry we have yet to come to terms with what mobile is capable of,” said Greg Stuart, Global CEO, MMA. “On the heels of the MXS research, and many companies declaring themselves as ‘mobile first’, SM2 was programmed to engage top media leaders to discuss a reboot of the marketing mix with mobile as a key driver for future strategies.” 

While the sessions were divided by theme, “Reboot”, “Reshape”, “Reimagine” and “Reinspire”; the biggest news was announced during the “Rebalance” session from Bonin Bough, Vice President of Global Media and Consumer Engagement, at Mondelēz International, the world’s pre-eminent maker of chocolate, biscuits, gum and candy (formerly Kraft Foods Inc.). He referenced the MMA study, “MXS” (, which states that marketers should allocate, on average, 7% of their marketing spend to mobile. However, Bough announced, exclusively at SM2, that Mondelēz International is planning to invest 10% of their global marketing budget in mobile activations and channels across the entire consumer journey.

Additionally, Bough unveiled the launch of a new mobile program, Mobile Futures, which aims at igniting the company’s consumer connections by partnering with some of the brightest and most innovative minds in the mobile space – start-up entrepreneurs.   The program will pair Mondelēz International’s power brands with select start-ups to not only accelerate and scale existing mobile innovations but also incubate brand new mobile ventures, each in just 90 days.

Mobile Futures is about building the future of mobile in 90 days. The first 90 days are about building scaled pilots by working with some of the industry’s leading entrepreneurs,” said Bough. “The next 90 days are about sparking ‘intrapreneurship’. We will continue to drive a culture of innovation within our own organization and out of that culture will come new, innovative ideas that will shape the future of mobile.”

“It is clear from the discussions across SM2 that marketers understand the ‘why’ behind mobile marketing,” said Greg Stuart. “And what is even more exciting is that companies like Mondelēz International are taking the ‘why’ one-step further by creating programs to advance not only mobile as a practice, but use mobile to transform the industry. My advice to all marketers is learn from SM2 and reimagine your marketing strategies with mobile taking the lead.”

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit


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Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828