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"The brand Coca-Cola will always be the heart and soul of the Coca-Cola Company, but the company has outgrown its core brand.The company needs to be bigger than our core brand." E. Schultz is the Chicago Bureau Chief at Ad Age and covers beverage, automotive and sports marketing.

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Crespo's] leadership team," adding that "decisions about who will fill the key roles in this team will be made in the coming months as [Mr.

Crespo] assumes his new role." "We are moving quickly to structure our organization for faster growth and to ensure we can respond to the fast-changing needs of our consumers, customers, system and associates around the world," Mr.

The group's managing director, Alison Watkins, said the company had identified consolidation opportunities across its Australian supply chain.

The company in October last year announced it would invest $75 million in consolidating its sites in Brisbane, with a new warehouse facility at its Richlands plant."Additional capacity will be developed at Richlands, with a further $90 million investment to install a new glass production line and new dairy and juice production capacity," Ms Watkins said.

Global Chief Marketing Officer Marcos de Quinto, who led a significant marketing overhaul of the company's flagship soda brand with the 15-month old "Taste the Feeling" campaign, is leaving the company as the beverage giant overhauls its marketing leadership structure under its new CEO.

The changes, which were announced Thursday morning, include consolidating marketing, customer and commercial leadership strategy into one combined function led by a chief growth officer that will report to James Quincey. Quincey is currently Coca-Cola's chief operating officer but will assume the CEO role on May 1, replacing the retiring Muhtar Kent in a succession plan that was announced late last year.

The chief growth officer role will be filled by Francisco Crespo, a 28-year company veteran who currently serves as president of Coke's Mexico business unit. de Quinto, 58, assumed the top marketing job on Jan.

1, 2015, following 14 years leading Coca-Cola's Iberia business unit, which covers Spain and Portugal.

He is a former reporter for Mc Clatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina.

He has won awards from the Society of American Business Editors and Writers, the Jesse H.

Workers attended the Thebarton factory at am for the announcement, after shifts were cancelled and casuals stood down.

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