The Coca-Cola Company's colorfully named marketing chief Chuck Fruit has stepped sideways into an advisory role at the world's number one soft drinks maker.

Fruit will work on media, sports and entertainment marketing and sponsorships, beginning in 2006.

The CMO position, which Fruit occupied for just over a year, has been eliminated, following major restructuring which saw Mary Minnick promoted in May to head marketing, strategy and innovation after a successful stint in Asia.

Since her arrival in the newly created post, Minnick has shaken up Coke's marketing function, including the much vaunted global "iconic" advertising campaign, which has yet to appear.

Shops due to present ideas for the campaign are WPP Group's Ogilvy & Mather and Berlin Cameron/Red Cell; Publicis Groupe's Publicis; Interpublic Group's McCann Erickson; and independents Wieden + Kennedy and Mother.

Coca-Cola spent nearly $465 million (€379m; £258m) on measured media last year, and $290m through the first six months of 2005, according to Nielsen Monitor-Plus.

Data sourced from AdWeek (USA); additional content by WARC staff