Mr. Kopp was at Coke for less than two years, joining after eight years at Procter & Gamble Co., where he led interactive marketing for the global beauty-care division. He came to P&G with a financial background, having worked for a regional bank on client IPOs, stock splits and mergers and acquisitions.
"We are extremely excited to have Tim on our team. His leadership role in interactive marketing and his brilliant advertising strategies across multiple media channels demonstrate just how valuable an asset he will be at a leading-edge company like WebTrends," Greg Drew, WebTrends CEO-president, said in an email to Ad Age.
Supported Coke-Mentos craze
At Coke, Mr. Kopp led the holiday YouTube promotion in which users could create their own video cards and share them with friends. (In fact, he appeared in the video introducing the promotion.) He also launched programs such as Coke Music, with agency AKQA, and brought the marketer's support to the Coke-Mentos viral phenomenon, sponsoring video contests at EepyBird.com. He led the company's global interactive marketing; Coca-Cola has a separate interactive team for its North America division.
"During his tenure, Tim significantly expanded and leveraged the company's digital marketing efforts and developed a team that will continue to build on that good work," a Coca-Cola spokesman said. "We thank Tim for his many contributions and wish him the best in his new endeavor." An announcement on his replacement will come at a later date.
Of course, the move is indicative of a larger migration within the industry, which is already experiencing a digital-talent shortage. Interactive marketing veterans at big, established, publicly traded companies have been defecting to privately held, up-and-coming web outfits, which could have big potential payouts in the case of an acquisition or IPO.
In 1999, WebTrends was the first web analytics company to go public. In March 2001 it was acquired by NetIQ Corp. and, in May 2005, WebTrends became a private, stand-alone company once again through a transaction lead by members of its executive management team and private equity firm, Francisco Partners. Its clients include Ticketmaster, IKEA, Reuters, General Mills and US Bank.