We are all familiar with the concept and excitement of unicorns, but what if legacy companies could infuse some of these unicorn
characteristics and launch even faster growing billion-dollar businesses? Bonin Bough, Mondel?z International’s Chief Media & eCommerce officer, explores how exactly one could hatch, raise, and ride
dragons within established organizations such as Mondel?z International. Through innovative initiatives, such as eCommerce and Media Monetization, and burn-the-box
mobile platforms like Personal Relationship Management, meaningful engagements with consumers are not only powering the dynamic between consumer, marketer and brand but also
breeding dragons.