Elevate Trilogy Part One: Marketing is taking place today with a keynote presentation from one of the youngest C-suite executives of a Fortune 50 company.

Keynote speaker Bonin Bough, chief media & ecommerce officer at Mondelēz International (formerly Kraft Foods), took the stage for Hackonomy 2.0: Combatting Crisis: Growth in a Post-COVID-19 World to launch the action-packed half-day Un-conference. Author of “Txt Me," the award-winning marketing executive has spearheaded some the largest global marketing campaigns. Bough has helped billion-dollar brands transform and invigorate their traditional marketing with innovative tech and breakthrough branding strategy. His list of clients includes Oreo, Pepsi, Gatorade and countless others.

“The notion of hackonomy is, 'How do you create value by breaking things?" Bough, pictured below, says. “How do you break yourself? How do you break your organization? But most importantly, how do you break your mindset—how do you make sure that you're thinking on a totally different approach and changing every single day?"

Attendants learned the only way to combat the economic impact of the recent COVID-19 crisis is to create value by breaking things, whether it's breaking from traditional digital marketing, fully recreating it, or simply changing “the way we've always done things." Bough provided digital marketing models that enable companies to maintain a growth trajectory and presented strategies tailored for independent agencies.

Registrants can still catch the last round of sessions today, including How To Not Suck at Doing Video and Social Media Marketing: Creating Superfans.

The day will end with a happy hour including a mixologist to introduce you to some of virtual host state Oregon's special drinks. Recordings of all sessions will also be available after the event.

Feeling left out or didn't get the chance to register for Part One? Elevate Trilogy continues with Part Two: Data in July and Part Three: Culture and Leadership in November. Stay tuned for your chance to register.

Look for a full wrap-up of Elevate Trilogy Part One: Marketing in next week's News & Views e-newsletter.

AnneMarie McPherson is IA news editor.