Coca-Cola GB promotes marketer Oades to president

LONDON - High-flying Coke marketer Charlotte Oades has been made president of Coca-Cola Great Britain, with incumbent Tom Long promoted to president for North-West Europe.

Oades, who was only elevated to commercial director in the summer, is one of the first women to run the UK market for the soft drinks giant.

She will continue to report to Long, the incumbent British president, who has extended his brief to cover Ireland, France, Belgium and the Netherlands.

Julia Goldin, who took over Oades' previous role as marketing director in July, will continue to report to her.

Oades became Coke's UK marketing head in the summer of 2000, having served as the company's division marketing director for Asia Pacific. She introduced the 'think local, act local' strategy, devised by chief executive Douglas Daft, who took charge in 2000.

This resulted in a sweeping change in Coca-Cola's UK advertising arrangements, adding local hotshops such as Mother and Soul to Coke's more network-based roster, comprising McCann-Erickson and Wieden & Kennedy.

The strategy proved a success, with much-acclaimed advertising. Mother continues to work on Lilt, Dr Pepper and Schweppes, and has recently been appointed to handle UK advertising for original Coke. Soul handles Fanta.

Oades has also been a strong advocate of using diversified media -- including a growing proportion of digital marketing -- in contrast with the firm's previous focus on heavyweight TV advertising. Coca-Cola spent £40m on UK advertising in the year to November, according to Nielsen Media Research.

Coke recently announced it would no longer advertise to children under 12, and has circulated guidelines on marketing in schools.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer