CHARLOTTE, N.C. - LendingTree Inc. has hired Tom Reddin, a top marketing executive, from the Coca Cola Co., saying it plans to begin a $50 million marketing campaign in the first quarter.

"We are looking forward to utilizing the talents of Mr. Reddin as we create and implement new marketing efforts," said Doug Lebda, founder and chief executive officer of LendingTree, which runs a mortgage loan marketplace on the Internet.

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