Those who know Bonin Bough say the one thing they are struck by is his energy. He is taking Mondeléz on a roller coaster ride through the world of digital, throwing everything the web toolbox has got at the snack company’s iconic brands. “We’re focused on this nexus where real-time creative meets real-time buying. We’re putting in place the processes across our business that allow us to develop campaigns based on how people are responding to our creative in the moment.” Building on this, at the end of 2014 Bough announced the company’s biggest ever spend with Google, which saw it shift a larger chunk of its global advertising budget to online video.