Fruit, previously Coke's vice-president of integrated marketing, replaces Daniel Palumbo, an appointee of the outgoing chief operating officer, Steve Heyer. Heyer is leaving after being passed over for the chief executive's role. Palumbo will also leave.
Isdell and Fruit are now widely expected to oversee a change in Coke's agency relationships that will strengthen Interpublic's links with the company, while weakening links with smaller shops such as Berlin Cameron/Red Cell in the US and Soul and Mother in the UK.
Initially, Fruit will report to Heyer and then to Isdell.
Isdell hired Fruit because of his rounded marketing experience as Coke looks to move toward a less traditional use of media.
He said: "Today's consumer and media environments call for a more multi-faceted and integrated approach to marketing. Chuck's experience and expertise fit well within this new environment."