NEWS: McCanns poaches from Burnetts to fill top Coca-Cola role

campaignlive.co.uk, Friday, 10 November 1995 12:00AM

McCann-Erickson has taken an international media manager from Leo Burnett to head its dollars 200 million pan-European media account for Coca-Cola.

McCann-Erickson has taken an international media manager from Leo

Burnett to head its dollars 200 million pan-European media account for

Coca-Cola.



Maarten Albarda, who worked on Burnetts’ Procter and Gamble business

across Europe, the Middle East and Africa, takes up the reins on Coca-

Cola just as the drinks giant is gearing up for a major rethink on media

buying around the world (Campaign, 29 September).



He takes over from Simon Aboud at McCanns as vice-president for

international media. Aboud left the post last month to take charge of

McCanns’ new youth division, Magic Hat.



Albarda will be based in London with a team of three and will report

directly to McCanns’ European media director, Murray Dudgeon. He will

have responsibility for pan-European media, such as Eurosport and MTV,

represent the media operation to Coca-Cola’s head office in Atlanta and

‘work very closely with the local groups in the field to make sure they

are all adopting the best practice,’ according to Dudgeon.



He confirmed McCanns had worked very closely with Coca-Cola throughout

the search, and had ‘taken its counsel’ about the appointment.



Albarda said: ‘It is going to be a tremendous challenge. Here is a

company that owns the biggest brand property in the world and is in the

process of re-inventing itself. It is now up to us to come up with the

proper answers to suit its new structure and approach.’



Albarda, who was born in Amsterdam, joined Burnetts London in 1992 from

the agency’s Dutch operation. He was previously with J. Walter Thompson

in Amsterdam.



This article was first published on campaignlive.co.uk

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