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New Rovio hires show push for brand partnerships

Exec hires from Apple, Nokia and MTV will strengthen Angry Birds as an advertising destination

Rovio has strengthened its brand advertising partnership team with a string of new hires across North American and European territories.

In North America, Betsy Flounders Novak has joined the company as director of the West and Midwest. In her 20 year career Novak has worked with major brands through companies like MTV and ESPN. Matt Pfeffer has been hired as the director of the East Coast, leaving a position at the mobile ad company Millennial Media.

"The model of simply placing standard display ads in online and mobile properties is not necessarily strategic for the majority of tier one brands, and that model was in need of disruption," said Michele Tobin, head of North American brand advertising partnerships. "Rovio´s fan-first approach and engaged audience creates more native, integrated advertising experiences that more closely align to brands' overall marketing goals."

In Europe, Todd Tran has left the role of EMEA general manager of Apple's mobile advertising business to head up Rovio's European and Asia Pacific brand partnership ad team. He will be joined by Nokia and inMobi veteran Raphaelle Tripet.

"Brands and agencies in Europe and Asia want to work directly with scalable, next generation media companies, in unique ways," said Tran in a statement. "As a media platform, we have now achieved tier-one global reach and we have an opportunity to really pioneer true integrated cross platform brand experiences."

Rovio has categorised the hires as part of a broad transition to digital advertising as a key revenue stream. With more than 263 million MAUs for Angry Birds in December 2012, Rovio's key product has become an "important advertising destination" for other brands.

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Latest comments (2)

Peter Dwyer Games Designer/Developer 3 years ago
I'm alone in this I'm sure but, I got fed up of angry birds a long time ago. I didn't even download space or star wars. Moved on to where's my water, temple run and others.

I would love the success of Rovio. I'm just not sure putting all the eggs (pun intended) in the one basket is a wise move after all even Nintendo are not just Mario and Zelda.
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Paul Johnson Managing Director / Lead code monkey, Rubicon Development3 years ago
I'm with your, Peter. Kudos to their marketing effort for keeping this game alive, but I for one am sick to the back teeth of seeing those stupid birds.

If you want a popular mobile game that earns silly money, there's a ton out performing this thing as well.
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