Vodafone appoints global brand chief

Vodafone has appointed the head of Coca-Cola Germany as its first global brand director, responsible for brand management of the Vodafone Group worldwide.

David Haines, Coca-Cola GmbH managing director and deputy divisional vice-president, takes up the newly created position with effect from January 1.

Haines, who works at Coca-Cola’s German headquarters in Essen, will be based in Dusseldorf. He will report to Thomas Geitner, Vodafone Group executive board director.

Vodafone has grown enormously over the past two years, having completed takeovers of German and US giants Mannesmann and AirTouch.

It is now the world’s largest mobile telecoms company, but has no cohesive worldwide branding and operates under different names in different markets. It has a host of global deals, such as the Manchester United sponsorship and Vizzavi – its Internet joint venture with French media group Vivendi. Haines has a challenging task ahead of him, according to industry sources.

Thomas Geitner presided over the appointment of McCann-Erickson as creative agency for a one-off brand advertising campaign, due to break in January.

A Vodafone spokesman refuses to rule out the consolidation of pan-European media buying after the appointment of Carat International to handle media planning for the brand project.

Vodafone has also appointed PepsiCo executive Robert Rees as marketing director for its Multimedia division – the unit in charge of wireless Internet developments such as third generation (3G) mobile services.

Rees has been given responsibility for building a Vodafone Multimedia team and overseeing its marketing. He was category director of Frito-Lay Europe, part of PepsiCo, and had previously worked for Mars.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here