← Archive Archive · December 2005 · Quoted as EVP, 1st Approach A Slippery Snowy Slope for Marketing Mountain Dew bankrolled the snowboarding documentary First Descent and kept its branding subtle, a move marketers praised and media critics called patronage. “backlash that’s happened with brands; it’s not supposed to be in your face.” Jeff Greenfield, EVP, 1st Approach Source not recorded Original no longer online. That was 2005. For what I think now, read The Attribution Brief →
