Xbox appoints European group marketing chief

Microsoft has appointed Xbox marketing chief for Canada Ryan Mugford to the newly created role of European brand and communications marketing group head for the console brand.

In his new role, Mugford will be responsible for Xbox’s brand and communications strategy in Europe, the Middle East and Africa. He will be based in London and report to director of platform and marketing for Europe Michel Cassius.

Mugford’s appointment marks the latest stage in Xbox’s restructuring following changes in March. The company hopes the rejig will enable it to focus on individual markets within Europe. Key to the new structure was the creation of a central and southern Europe region.

As part of the shake-up, Microsoft promoted head of UK marketing Richard Teversham to the new role of head of product and platform marketing for Europe (MW last week). A successor in his UK post has yet to be named.

Earlier this year, Microsoft moved its &£60m European Xbox advertising business out of Bartle Bogle Hegarty and awarded the account to McCann-Erickson, which handles the business in all other markets (MW May 8).

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