LONDON: Alex Woolfall, Porter Novelli's former head of corporate EMEA, has joined Coca-Cola Europe as a consultant.
He is providing support on issues management and corporate communications, and reports to Lauren Branston, European corporate communications director.
Woolfall has joined the company on a consultancy basis. He has worked with the firm for more than five years on and off while at previous agencies, including running a CSR campaign for the firm in 2009.
He said: “Agency staff often forget the pressures and reality of working in-house. After years on the agency side, I thought it would be a great opportunity to experience that first-hand again.”
Woolfall left Porter this summer to take a sabbatical. Prior to that role, he spent nearly 20 years in crisis communications, leading crisis and issue management at various large agencies, including the Bell Pottinger Group, Weber Shandwick, and Hill+Knowlton Strategies.
Perhaps his highest-profile crisis was handling PR for travel firm Mark Warner when Madeleine McCann went missing from its Ocean Club complex in Praia da Luz in Portugal.
During a profile interview with PRWeek last year, Woolfall talked about Coke being one of his dream clients. Coca-Cola Great Britain recently launched a major corporate and public affairs hunt after a conflict of interest for incumbent Portland over arch-rival PepsiCo.