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.