Hasbro chief to take Xbox role

Microsoft has appointed Hasbro Interactive senior brand manager Harvey Eagle as its first European advertising manager of what is expected to become one of its hottest properties – the games console Xbox.

Eagle will oversee the appointment of a creative agency for the 2001 European launch of Xbox and will develop an advertising strategy for the brand, which has an estimated $500m (£344m) global marketing budget.

At Hasbro Interactive, Eagle was responsible for the relaunch of games console Atari and marketing for the Microprose portfolio of games, including PC best-seller Grand Prix 3.

Before Hasbro, he worked for Ministry of Sound and Elektra Records.

Eagle reports to European marketing director Julie Armitage, who in turn reports to Sandy Duncan, vice-president of Microsoft’s home and retail division for Europe, the Middle East and Africa.

The AAR has been asked to find a creative agency that could be appointed on either a global or regional basis.

A shortlist has yet to be drawn up, but Microsoft roster agencies including McCann-Erickson and EURO RSCG Wnek Gosper are expected to pitch. A media agency will be appointed at a later date.

Eagle says: “The agency will need to understand youth culture and present an international solution for advertising Xbox.”

Microsoft last week confirmed the product will be called Xbox, its working title.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here