Coca-Cola Marketing Chief to Resign

Coca-Cola Co.’s Sergio Zyman, credited with rejuvenating Coke’s multibillion-dollar advertising machine, said Thursday that he is resigning.

The soft drink giant named Charles Frenette, president of Coke’s southern Africa division, to succeed Zyman as chief marketing officer when he leaves May 1.

During his years at Coke, Zyman earned a reputation as an arrogant but effective manager. When most companies relied on one ad agency, Zyman pushed Coca-Cola to have more than two dozen to cull the best ideas. He also hired Hollywood’s Creative Artists Agency to be the first talent agency to produce TV commercials for a consumer-products company.

“He was a seminal figure without people realizing it,” said Tom Pirko, head of New York-based consulting firm BevMark. “To a large extent, he changed advertising. That’s a bold statement, but it’s true.” He was the right person for the company at the right time.”

In an interview, Zyman, 52, said he accomplished his goal of turning around Coca-Cola’s marketing and said he wanted to write a marketing textbook and teach.

“I’m tired, and it’s been rough,” Zyman said. “‘I need to find some balance. I need to spend some more time with my kids, my wife, running, sleeping, lifting weights and playing golf.”