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Rovio hires ad executives for its own advertising division

Rovio, the Finnish studio behind the Angry Birds franchise, announced the hiring of four regional advertising executives today for an internal advertising division that will integrate advertising directly into Angry Birds games, reports Ad Age.

To this point, most of Rovio's advertising has been delivered through third-party ad networks. Rovio hopes its new internal advertising branch will create an additional stream of revenue, along with licensing for merchandise and sales of games.

Two of the new hires will be working on the studio's North American Brand Ad Partnership Team — Betsy Flounders Novak as the Director of West and Midwest, and Matt Pfeffer as the Director of the East Coast. Novak previously worked with MTV and Time Inc., while Pfeffer comes from the mobile advertising company Millennial Media. Rovio also brought on Todd Tran, formerly of Apple, for its marketing in Europe and Asia. Raphaelle Tripet, whose experience includes mobile advertising network inMobi and Nokia Interactive Advertising, will join Tran this month.

"We have an opportunity to really pioneer true integrated cross platform brand experiences," said Tran in a press release announcing the new hires. Michele Tobin, head of Rovio's North American brand advertising partnerships, added, "Our new Brand Advertising Partnership Team in the U.S. will enable us to now partner directly with other lifestyle brands."