Watching a recent presentation by Bonin Bough, the VP-global media and consumer engagement at Mondelez, he ended this energetic pitch with one message, "Consumer brands need to innovate their conventional marketing approaches or they will die". He reiterated this warning at his recent Advertising Week keynote. Working with startups is the best way for consumer packaged goods companies to do so - get involved and don't miss out on the vast talent, innovation and unconventional energy that startups have.