Coca-Cola is scrapping the role of international media director, with the result that there will be no single person in charge of the company’s 1.3bn worldwide media budget.
The post was last held by Michael Quilty who left to become European chief executive of Ogilvy & Mather’s media arm, The Network (MW July 26), though there was no indication then that the role would be axed.
Now Quilty says Coke will not replace him. “The company has decided to move to a more regional structure and that has called into question what my role was. When I was recruited that was part of a drive to have a lot of headquarters-based people. That appears to be over and appointments will be on a regional basis,” he says.
Coke already has media directors for regions, including Europe.
Quilty had been Coke’s international media director for only ten months and reportedly blamed his departure on the growing frustration of not being able to work closely with local markets. There was also speculation about personality clashes within the media department.