Bonin Bough, senior vice president of global media and e-commerce at Mondelez International, participated in the Campaign Innovate series of video interviews during the Media360 Summit in Hong Kong.
The topic of his conversation: the pitfalls of working with startups.
Over the course of his career, Bough has worked on several brand or agency programs aimed at helping new companies make it big.
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 first appeared on campaignasia.com.