Coca-Cola Co. CMO Chuck Fruit has agreed to resign and take a consulting role as a senior advisor on media strategies, sports and entertainment marketing and sponsorships, beginning next year. The move is just part of a larger shift in Coke's marketing that has included the naming of Ogilvy & Mather veteran Pio Schunker to oversee the brand's U.S. creative work and a review intended to choose an agency to launch the brand's long-awaited global "iconic" ad campaign.

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