New Boss of Coke
To Coca-Cola Co., the name Woodruff has been as indispensable as "refreshes" in its slogan. It was Ernest Woodruff, a Southern financier, who bought the company in 1919 (for $25 million) and started its expansion. Four years later he turned it over to his hustling son Robert, who soon changed Coke from a corner-drugstore treat into one of the world's most widely sold products. In 1939 Woodruff became chairman of the executive committee, but remained top boss while presidents came and went. This week, 65, Coke's retirement age, Woodruff at last stepped out (he will remain a director and a large stockholder).
Moving President H. B. Nicholson up to board chairman. Bob Woodruff reached outside the company for a new president to replace himself as chief executive officer. His choice: William E. Robinson, 54, the smart, hard-driving and affable ex-publisher of the New York Herald Tribune and chairman of Robinson-Hannagan Associates, which handles Coke's public relations. Bill Robinson, an old friend and golfing companion of Woodruff's, knows his way around in politics as well as business. An early Eisenhower backer, he introduced Ike to the Augusta National Golf Club, helped convince Ike that he could win the nomination and election, is now a frequent bridge and dinner guest at the White House. Coca-Cola picked him for his skill as a merchandiser, will pay him a salary upwards of $135.000.
A native of Providence, Bill Robinson graduated from New York University, did so well as the New York World-Telegram local ad manager that the Hearst chain grabbed him, made him assistant general manager. In 1936 the New York Herald Tribune hired him away as ad manager, eventually made him executive vice president and publisher. A year ago, after the death of Steve Hannagan, Robinson left the Trib to boss the publicity agency. He has resigned from Robinson-Hannagan, but the firm will continue to handle Coke's public relations.
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