More NewsExecs & Accounts forAugust 29, 2003

Execs & Accounts forAugust 29, 2003

MSN hires a new GM of ad sales; Boy George and Rosie O'Donnell launch new Broadway musical online; Carlsberg Breweries taps an agency to create its global brand site

MSN has made a new hire in its ad sales division. Steve Moss has been named general manger of ad sales for the Microsoft portal, specifically focusing on the East Coast and Midwest regions.

Moss joins the MSN team with ad experience from Business Week magazine and more recently from DoubleClick, where he served as the CEO for its Asian operation.

New Broadway musical “Taboo” is launching a large-scale interactive campaign.

Led by agency Serino Coyne, the aggressive program features the largest email campaign in Broadway’s history, a fan chat with producer Rosie O’Donnell and Taboo star Boy George, an online press conference, and exclusive Web distribution of video from the show to TV newscasters worldwide via The NewsMarket.

“Taboo is a provocative show and its audience is so much broader than your regular theater-going audience,” said O’Donnell. “When we set out to promote the show on the heels of its great success in London, I wanted to do something more radical. So instead of using direct mail and the usual marketing tools, I went for a pure Web approach, on a scale that, until now, was unheard of for Broadway.”

Taboo, produced by Rosie O’Donnell and Adam Kenwright, begins performances at Broadway’s Plymouth Theatre on October 24, 2003 and opens on November 13, 2003.

After a global agency review, Carlsberg Breweries has tapped Framfab Denmark to create its new brand site. Built entirely in Flash, the site focuses on the situations in which consumers enjoy beer and the human interaction that goes with it.

“Framfab has proven a strong holistic approach to digital communication,” said Alex Myers, group VP of marketing for Carlsberg Breweries. “They have created both strategy and execution, and they’ve shown a good understanding of the very complex task of handling an international brand, with different market situations, online.”

For more breaking news on account action and executive moves, visit ChannelSeven.com

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