Coca-Cola has created an advertising and media management role for the UK, which will be filled by Universal McCann’s group planning director, Kester Fielding.
The role, which already exists in other countries around the world, will involve imple-menting media worth 49m across all brands within the UK.
Fielding will report to consumer marketing director Jan Hall.
At Universal McCann, which is Coca-Cola’s media agency, Fielding worked closely with the soft drinks company for the past seven years.
The new position will include message management and copy production, media planning and buying, and overseeing relationships between Coke and its various agencies.
Hall explains why the role has been created: “It is important for us to optimise the returns on the most significant area of our investment and we believe that the best way to achieve this is to have a dedicated in-house resource led by a professional… with personal experience of leading-edge media practice.”