New Coca-Cola comms director predicts busy future

Michael Bush, PR Week USA, Thursday, 12 January 2006, 5:02pm,

ATLANTA: Tom Mattia, who was named director of Worldwide Public Affairs and Communications of The Coca-Cola Company last week, expects the next few months to be very busy.

As he joins the company, Coke is battling to maintain its slight lead in market share over Pepsi and preparing to launch an international marketing campaign. The company is also defending itself against allegations of labor, and environmental abuse in Colombia and India, resulting in boycotts of the product on college campuses across the globe.

Mattia knows there are a lot of challenges ahead of him, but said it's too early to discuss any plans for addressing these issues. "This level of competition and activity keeps you sharp and creative, he said"

Mattia replaces Clyde Tuggle, who was named president, Russia, Ukraine and Belarus Division.

Mattia, who will be based in Atlanta, starts on February 1 and will report directly to CEO Neville Isdell, who will recommend to the Board of Directors in February that Mattia be elected SVP.

Mattia was previously VP of Global Communications at technology services provider EDS.

Jeff Baum will take over Mattia's role as VP of global communications. Baum, who was previously VP of external relations at EDS, will report to CEO and Chairman Mike Jordan.

Baum, who has been with the $20.6 billion IT services and outsourcing company since 2000, said he wants a balanced approach to communications, making sure employees are advocates of the business.

In recent years, EDS has been buffeted by Securities and Exchange Commission investigations, management churn, and the tech industry recession.

This article was first published on PR Week USA