Coca-Cola Names New C.M.O.

ATLANTA - Look for some new ad campaigns in different media at Coca-Cola Co. now that the world's largest soft drink company has named Chuck Fruit chief marketing officer, succeeding Daniel Palumbo, who has left the company to pursue other interests.

Fruit joined Coca-Cola in 1991 as head of Global Media Services and has held a variety of positions, most recently as s.v.p. of Integrated Marketing, with the responsibility for developing the company's worldwide media and sponsorship strategies, and its investments in all forms of traditional and emerging media platforms. He was also acting c.m.o. in 2003.

"Marketing is clearly evolving, and the emergence of new media and many competitive opportunities for consumer stimuli mean that we need to find new, innovative ways of addressing our consumers and ensuring the relevance of our brands," Neville Isdell, Coca-Cola chairman, said in a memo sent Tuesday to Coca-Cola employees. "In the last 50 years, the 30-second television spot has defined our brands, and while it is still important, I think its impact has diminished."

"Today's consumer and media environments call for a more multifaceted and integrated approach to marketing, from our consumer communications to the point of sale and all the way through to opening a bottle of Coca-Cola," Isdell continued. "Creativity is vital, and so is a broader, holistic view of how to reach our consumers."

Palumbo had only been with Coca-Cola for one year, joining the company last June from Eastman Kodak, where he held several positions, notably s.v.p. of the Consumer Imaging division, which accounts for half of that company's sales. During his career he also held positions with Procter & Gamble.
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