NEW YORK (AdAge.com) -- Coca-Cola announced internally today that it is making changes to the leadership team of its global integrated marketing communications and capabilities organization. That group, led by Wendy Clark, falls under Joe Tripodi, chief marketing and commercial officer.
"It's recognition of a shift in the landscape," said Ms. Clark, senior-VP integrated marketing communications and capabilities. "Increasingly, we understand the idea of a liquid and linked landscape. And perhaps we weren't structured for ultimate success within that landscape."
Ms. Clark said that, previously, the organization had been more siloed and, in some ways, put more emphasis on paid media. It was a revelation to discover that of the 150 million views the brand has amassed on YouTube, only 25 million to 30 million of those views could be attributed to content Coca-Cola had put into the marketplace.
The organization will now be structured around the principles of content, connections and integration, she added. The changes have been in the works for about six months, though Ms. Clark has been evaluating Coca-Cola's marketing organization since she joined the team from AT&T just more than two years ago. "When I got here, I had to take time to learn the system," she said. "And identifying Ivan [Pollard] and wooing him here was something that took time."
Ivan Pollard, formerly global partner at Naked Communications in London, will be relocating to Atlanta to take on the role of VP-global connections. He had been working with Coca-Cola in his role at the agency, most recently leading the integrated agency efforts for the brand's World Cup efforts. His new role will include leading the company's efforts to engage consumers through paid, owned, shared and earned media.
The five other executives that make up the leadership team for the company's marketing efforts will see slight changes to their roles. Internally, direct reports will also be shifting, while externally many agencies' contact points will likely change. The company will also be adding talent, primarily to the team that will report to Mr. Pollard.
Rebecca Messina, VP-marketing capability and integration, will add agency management, global marketing productivity, promotions capability and worldwide marketing and commercial excellence awards to her plate.
Jonathan Mildenhall, VP-advertising strategy and content excellence, will add an interactive and digital focus to his role, which emphasizes content for paid and earned media. He will work closely with David Butler, VP-global design, who is responsible for thinking about owned and shared media.
Scott McCune, VP-global partnerships and experiential marketing, will add global marketing partnerships to his duties. He will be charged with developing a strategic approach to marketing partnerships with major partners. Abby Rodgers, VP-sustainability strategy and communication, rounds out the group. She is responsible for leading the company's "Live Positively" marketing efforts.