Double Fusion hires EA chief

In-game advertising network Double Fusion has poached Electronic Arts’ vice-president Frank Sagnier to head its European operations.

Sagnier’s appointment as European managing director follows Double Fusion’s announcement earlier this year that it will open a European headquarters (MW February 8).

The network says in-game advertising is growing now that brands such as Adidas are becoming involved. The company has also brokered an agreement with games company THQ to sell in-game advertising for forthcoming titles.

Sagnier joins from Electronic Arts where he was vice-president online publishing Europe. Previously, he was the games publisher’s European marketing director.

Global chief executive Jonathan Epstein says the appointment signals “aggressive” growth plans for Double Fusion in Europe.

The US online ad network is also seeking to fill senior management roles in sales and marketing for the London-based European operation.

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