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The Microsoft veteran who made a name for herself running the company's branded-entertainment initiatives at MSN, within Microsoft's Online Services Group, has been tapped to lead digital marketing for Microsoft's consumer marketing group. She will start her new role as general manager-global interactive campaigns, May 26.
Ms. Troberman will lead Microsoft's digital marketing strategy team and work with Microsoft agencies McCann Worldgroup, Wunderman, Avenue A/ Razorfish and Crispin Porter & Bogusky. Digital marketing is growing in importance for Microsoft: a year ago at the 4A's Media Conference Microsoft's top marketing executive, Mich Mathews, said the majority of the company's media mix will shift to by 2010.
Integrating brands into video content
Ms. Troberman most recently has been responsible for integrating brands into Microsoft's video content. In 2006 she spearheaded a relatively groundbreaking deal with Reveille, then headed by Ben Silverman, to give the portal first look at online programs from the production house. While most other major online portals were giving up on ambitious content plans, Microsoft was investing in them. It has done branded-content deals with marketers such as Procter & Gamble, Unilever and Kraft and last month unveiled its latest slate of programming in New York.
Recently, in a fairly unusual partnership, Ms. Troberman's division helped build the Dove.com website, in collaboration with Ogilvy and, on the PR front, Edelman. "The walls are coming down and the roles are crossing, where a publisher and an agency and a brand can all come together," she said in a recent interview with Ad Age.
Last fall, Ms. Troberman's top branded-entertainment deputy, Cameron Death, left Microsoft to head up digital initiatives at NBC under Mr. Silverman, who is co-chairman of NBC Entertainment. Earlier this year Joanne Bradford left Microsoft's online services division, where she was chief media officer and general manager of MSN, to head up national marketing services at Spot Runner, a Santa Monica-based advertising start-up. Taking over for Ms. Troberman will be Erika Nardini.