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Coca-Cola names Frenette hints at local-marketing push

Published on .

Coca-Cola Co. told employees in a memo today that worldwide marketing chief Sergio Zyman will resign effective May 1 and be succeeded by 20-year company veteran Charles Frenette, a former U.S. Coke executive who currently heads Coca-Cola's Southern Africa division. The company said nothing about Mr. Zyman's future plans. Mr. Zyman's departure had been expected. Coca-Cola Chairman-CEO M. Douglas Ivester said Mr. Frenette will lead an increased local-marketing effort. It was unclear what impact the move might have on the company's agency line-up.

Copyright March 1998, Crain Communications Inc.

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