Montain Dew

plentitude Dew: Selecting impudent 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 wholly 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 business schooldays Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. No contend out of this publication may be reproduced, stored in a recuperation system, used in a spreadsheet, or ancestral in all form or by any actorelectronic, mechanical, phot ocopying, recording, or otherwisewithout the permission of Harvard Business School. psychiatric hospital [pic] Standing at the front of a PepsiCo conference room, agitate Bruce gestured enthusiastically, pointing to the sketches at his side.

Bruce, a copywriter and Executive Creative Director, headed up the fanciful team on the Mountain Dew account for PepsiCos advertising agency, BBDO New York. In fact, it was Bruce who devised the renowned Do the Dew campaign that had catapulted Mountain Dew to the descend three come in in its category. With his partner, art manager Doris Cassar, Bruce had developed ten impertinently creative concepts for Mountain Dews 2000 advertising to pres ent to PepsiCo management. Gathered in the r! oom to support Bruce and Cassar were BBDO cured executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had all 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 constrict a full essay, order it on our website: OrderEssay.net

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