Hasta La Creative!

Coca-Cola has created a Global Sparkling Brand Center, combining its global brand and integrated marketing teams under the leadership of Wendy Clark.

According to an internal memo distributed to Coca-Cola employees by Joe Tripodi, chief marketing and commercial officer, the new structure will drive greater integration, simplicity and speed; increase the focus and impact of the team’s work on a worldwide basis; and facilitate rapid scaling and spreading of programs and ideas.

“The new structure establishes a single point of leadership accountability, increases the holistic, end-to-end thinking for building global brands and integrates teams for added speed and responsiveness,” Mr. Tripodi wrote in the memo. He noted that the Global Sparkling Brand Center is not unlike the Global Juice Center, which was established in 2008.

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