Late last week, Coca-Cola announced that its marketing communications team is being reorganized around three principles, marcomms leader Wendy Clark told Ad Age:  “content, connections, and integration.” Previously, Clark said, the emphasis had been more on paid media.

“It was a revelation to discover that of the 150 million views the brand has amassed on YouTube, only 25 million to 30 million of those views could be attributed to content Coca-Cola had put into the marketplace,” the story says.

Ivan Pollard, formerly of London’s Naked Communications, will be moving to Atlanta to take on the role of VP, global connections, a position that will focus on paid, owned, shared, and earned media. Five execs will see a shift in their roles, including Rebecca Messina, VP of marketing capability and integration who will now also handle agency management.