Coca-Cola has poached Jonathan Mildenhall, strategy director at Mother, to take over the role as vice-president of global marketing. He will be based at the Coke headquarters in Atlanta.
Mildenhall, who joined Coke roster agency Mother a year ago, will report to chief creative officer Esther Lee. It is understood that he will be responsible for Coke’s international work, which has the strapline "The Coke Side of Life", and is the company’s first global work for over a decade. He will also work on the company’s other brands, including Diet Coke.
Mildenhall joined Mother last October, after completing a business course at Harvard and over six months after he left TBWA, where he was managing director.