Coke Preps Marketing Changes

Coca-Cola is poised to consolidate a portion of its internal marketing operations as it prepares for a brand realignment among its agencies, sources said.

The marketing de partments of Coke North America (which handles the U.S. and Canada markets) and Coke Corporate (which handles brand strat egy for global and new brands) are discussing the merger of some responsibilities that would result in high-level changes, sources said.

“Armageddon’s coming,” said one source. “Coke is days or weeks from a new shake-up.”

Additionally, a major brand re alignment may be under way for the Atlanta-based company, sources said, especially in regard to Sprite.