Marketing, strategy and activation director
Coca-Cola Great Britain
Brittain took the UK helm in June at a tricky time for the world’s biggest drinks-maker, following a period of falling profits and rising marketing costs. His first major piece of activity, for Coke Life, kicked off in September and was Coca-Cola’s first launch in eight years. He’s planning a big push next year, which is when his marketing mettle will be tested – he has to persuade consumers that this lower-calorie variant is a healthy choice and overcome confusion about one of its ingredients, sweetener stevia. He is in good company at the soft-drinks giant: Javier Sanchez Lamelas, vice-president of marketing, Europe, also continues to lead marketing across the business in the region. Sanchez Lamelas joined the brand’s London office from its Latin America arm last February, and has since led campaigns around Coke’s sponsorship of the Winter Olympics and the 2014 Fifa World Cup.