Montain Dew

riding horse Dew: Selecting tender yeasty | | |[pic] | [pic] Multimedia Case 9-503-038 Rev. go through: June 3, 2002 Professor Douglas B. Holt prepared this case. HBS cases are developed entirely as the basis for class discussion. Cases are not mean to dress as endorsements, sources of primary data, or illustrations of effective or uneffective management. Copyright © 2002 by the President and Fellows of Harvard College. To order copies or entreat permission to reproduce materials, call 1-800-545-7685, write Harvard subscriber line schooldays Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. No take after out of this publication may be reproduced, stored in a recuperation system, used in a spreadsheet, or patrimonial in whatsoever form or by any actorelectro nic, mechanical, photocopying, recording, or otherwisewithout the permission of Harvard Business School. invention [pic] Standing at the front of a PepsiCo conference room, notification Bruce gestured enthusiastically, pointing to the sketches at his side.

Bruce, a copywriter and Executive Creative Director, headed up the creative team on the Mountain Dew account for PepsiCos advertise agency, BBDO New York. In fact, it was Bruce who devised the renowned Do the Dew campaign that had catapulted Mountain Dew to the deem three come in in its category. With his partner, art coach Doris Cassar, Bruce had developed ten impertinently creative concepts for Mountain Dews 2000 advertising to present to PepsiCo management. Gathered ! in the room to support Bruce and Cassar were BBDO older executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of understand working on Mountain Dew. Representing PepsiCo were Scott Moffitt ( selling Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer,...If you want to propose a full essay, order it on our website: OrderEssay.net

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