Coca-Cola international president of new ventures Steven Heyer is expected to take control of the soft drink giant’s global marketing strategy in addition to his existing reponsibilities.
Heyer, who joined Coke from AOL Time Warner’s Turner Broadcasting System last month, is understood to be taking on responsibility for setting global marketing direction for Coke’s mainstream and non-carbonated brands.
Stephen Jones, the current chief marketing officer, who was responsible for decentralising the company’s marketing strategy in favour of Coke’s “think local, act local” initiative, is expected to take another position within the company in the next two weeks. Jones has been in the role since January 2000.
Sources claim Jones was placed in a “no-win situation”, having been asked to scrap global marketing, but ultimately being blamed for not having an effective global strategy.
The chief marketing officer’s post is now expected to be scrapped by Coke chairman and chief executive Douglas Daft, although the company denies the changes will take place.
Coke’s “Life Tastes Good” ads, created by McCann-Erickson, broke in April along with separate campaigns to promote other key brands including Fanta and Dr Pepper.