Mildenhall, who has been with Coke since 2007, said his position is "very similar" to his previous role as vice president of global advertising strategy and content excellence, but wrote on his LinkedIn page that he now "gets to do it in the North American Business Unit... Plus I get to lead design in North America too which is very, very exciting for me."
Mildenhall joined Coca-Cola from the company’s UK creative agency Mother, where he was head of strategy.
Since arriving, he has won a number of awards for his work, including the 2013 Cannes Lions creative marketer of the year. He attributed the prize to Coke’s clear company vision, its investment in developing its own global manifesto, 'Content 2020', and to making a "very public commitment to inspiring the world’s finest creative minds to want to work on our brands".
In his new role, Mildenhall will start work on Coke’s 2014 Superbowl campaign, which he has revealed elements of by tweeting pictures from the set, featuring tap dancers and roller skaters.
David Butler, Coca-Cola’s vice president of innovation, said the company is looking to the start-up world for inspiration to create "game changing" innovation and shift towards a lean, agile business model.