Emmanuel Seuge applied for an internship at Coca-Cola in France in 1997 because he is a huge soccer fan and the company was a 1998 World Cup sponsor. Some 17 years later as VP-global alliances and ventures, he led the marketer's effort pegged to the Brazil World Cup. The effort included creating 32 localized versions of a song called "The World is Ours." The campaign drew 10.9 billion PR impressions and the songs broke into the top 100 on pop music charts in 70 countries.
Mr. Seuge, 39, who last year was inducted into the American Advertising Federation's Advertising Hall of Achievement, will assume the VP-content role on Jan. 1, where he will be charged with harnessing the growing role of content for Coca-Cola. He will also continue to oversee global music, entertainment and gaming partnerships.