Former Coca-Cola Exec Joins Launch Media’s Board

Former Coca-Cola Co. marketing chief Sergio Zyman has joined the board of directors at Launch Media Inc., a Santa Monica-based new media company. Zyman, 53, is credited with helping to turn Coke into a dominant worldwide brand and building Sprite into one of the Atlanta-based company’s most successful beverage lines.

“Sergio did some tremendous work at Coke in the early ‘90s in terms of brand positioning and brand building,” said John Sicher, publisher of Beverage Digest, a Bedford Hills, N.Y.-based soft drink industry newsletter. “It’s going to be interesting to watch as he tackles this new challenge.”

Launch, best known for monthly CD-ROM “magazines” with music, interviews and movie features, claims a paid circulation base of 280,000 customers. The privately held company also is the exclusive music provider for NBC shows.

Zyman said in a statement that Launch has dramatic potential for expansion beyond its roots in music.

“People who view Launch as merely a CD-ROM company or as an interactive media company are missing the point,” Zyman said. “More mainstream marketers are beginning to understand . . . how powerful, intimate and effective the advertising environments offered by Launch are at building relationships with consumers.”

Launch counts NBC, Intel, GE Capital, Island Records founder Chris Blackwell and Allen & Co. as investors. Launch Chief Executive David Goldberg said Zyman joined Launch’s board after talking to a former Coke associate now at the firm. Observers also noted that Allen & Co. founder and Chairman Herb Allen, a former Coca-Cola chairman, might have influenced Zyman.

Goldberg said Zyman’s consumer marketing savvy would complement “the great people with technology backgrounds that we already have as investors and board members.”

Zyman’s career at Coca-Cola began in 1979, when he joined the soda company as an executive assistant. He was named senior vice president of marketing in 1983, a post he held until 1986, when he resigned to pursue other ventures. Zyman, 52, rejoined Coke in 1993 as chief marketing officer.

Zyman left Coke again in March, sparking rumors that he resigned after learning that he wouldn’t be chosen to succeed Coke President Doug Ivester, who recently took over as chairman and CEO.