ATLANTA: The Coca-Cola Company's global marketing group is to be dismantled and responsibilities split, following next month's departure of evp/president of marketing, strategy and innovation Mary Minnick [WARC News: 22-Jan-07].
The soft drinks titan announced that its strategy and innovation unit will now report direct to chairman/ceo Neville Isdell, while marketing will answer to president/chief operating officer Muhtar Kent, whose appointment to the number two role at Coke is said to have influenced Minnick's decision to quit.
The changes could lead to a shift in advertising agencies. A memo from Isdell to staff reveals Kent is considering "various alternatives" for structuring marketing.
And a Coke spokesman did little to calm agency nerves, saying: "It's too early to tell what impact, if any, changes will have on our partners." He also noted that Minnick was "very involved" in selecting Wieden & Kennedy, Amsterdam, as creative shop for global advertising.
Data sourced from AdAge.com; additional content by WARC staff