In April, Coca-Cola Europe opted to consolidate its ten existing European business units into four as part of a major pan-European business restructure. It had been thought that the changes would see an advertising procurement exercise beginning, though the company have denied this.
Under the changes, the four business units will be Iberia, Germany, North West Europe & Nordics (NWEN) and Central & Southern Europe. The NWEN Business unit will comprise Great Britain, Ireland, France, Belgium, Netherlands, Luxemburg, Denmark, Sweden, Finland, Norway and Iceland.
A Coca-Cola spokesperson told Pitch that 51 people ot of 169 were affected by the restructure in Coca-Cola in Great Britain. The most noticeable person to depart was GB marketing director Cathryn Sleight.
The majority have been appointed to new roles within the new structure, while 12 people have left the company as of 1st October 2010. The company says it expects some more leavers over the next few months.
The shake up saw Sanjay Guha, Coca-Cola GB president, named as marketing and Olympics director for NWEN. President of the Northwest Europe and Nordics business unit James Quincey remains in place and all new staff will report to him.
A series of NWEN senior marketing roles have also been confirmed, including Nick Robinson becoming My Coke (Coke, diet Coke and Coke Zero) director, Philippa Classey assuming the role of glaceau business manager, and Michel Gotlib appointed as integrated marketing communications director. Classey and Robinson will be based in the UK, while Gotlib will be based in France.
Dominique Reiniche, president of Coca-Cola Europe, says: “The changes we are making will simplify the way we operate in all areas of the business. This will drive efficiency by enabling us to be faster to market and to increase the scale of our activities across Europe.”
A company spokesperson added: “The majority of employees in London are part of the North West European and Nordics business unit. The NWEN marketing team will be responsible for developing integrated marketing campaigns that work across the different markets. A local GB operational team will adapt and activate NWEN marketing plans for GB consumers. This new structure will simplify the way we do business, driving efficiency and enabling us to be faster to market, as well as increasing the scale of our activities across Europe.”
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.