• by David Goetzl , April 3, 2007

Steve Heyer, a long-time consultant who shook up the sales organization at Turner Broadcasting System, and tried to transform the marking world on the client side, has resigned as CEO of Starwood Hotels.

The 54-year-old, who gave a still-resonant 2003 address while still at Coca-Cola Co. that caused a stir in the branded entertainment world, ends a three-year term at the hotelier with brands such as Sheraton and Westin.

Starwood said in a statement that "issues with regard to (Heyer's) management style have led us to lose confidence in his leadership," though the company added it has moved into "a dynamic growth period, including expanding our footprint substantially around the globe."

"I was asked to lead the company through a complex transition and at the same time create an exciting platform for future growth," Heyer said. "I am proud of what we have accomplished ... Starwood is performing extremely well and I am confident it will enjoy continued success in the future."

Heyer made some moves to upgrade Starwood marketing during his tenure, hiring ex-Coca-Cola Co. and P&G executive Javier Benito as CMO, and signing a deal with Creative Artists Agency to look for ways to weave brand messages into Hollywood product.

In retrospect, the CAA link could have been forecast in an address Heyer gave while still at Coca-Cola Co. at an Advertising Age conference, where he touted branded entertainment partnerships as a marketing bellwether and blueprint for success.

"The media and marketing executives among us better recognize that corporate marketers will not reflexively turn to TV advertising when what we mean is powerful communication and consumer connection," he said in the speech. "... The television executives among us--and remember, I used to be one of you--better recognize, you are prisoners of media fragmentation and proliferation and the changing media consumption habits of younger generations."

A major thrust he conveyed: Marketers need Hollywood content to affiliate with to build consumer affinities, while Hollywood needs marketers in order to capitalize on their day-in-and-day-out consumer connections.

"Together we can be more and do more and make more than any of us can alone," he said.

Heyer joined Starwood in 2004 after serving as President-COO at Coca-Cola Co. "He is a marketer who has championed some of the world's most valuable and global brands," said Barry Sternlicht, whom Heyer replaced as Starwood CEO, at the time.

Heyer, one-time COO at Y&R, took the Coke job soon after Turner Broadcasting, where he was president-COO, went in a different direction with its leadership. There, he oversaw TBS, TNT and CNN.

In a twist, Turner's current entertainment chief Steve Koonin previously worked at Coke.