Publications
Publications
- January 2003
- HBS Case Collection
Mountain Dew: Selecting New Creative
Abstract
The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted.
Keywords
Citation
Holt, Douglas B. "Mountain Dew: Selecting New Creative." Harvard Business School Multimedia/Video Case 503-038, January 2003.