• Ad Age, Thursday, February 11, 2010 10:42 AM

Gayle Troberman, a 13-year veteran of Microsoft and most recently the gm of advertising and customer engagement at the company, has been named chief creative officer. The position, which is common at ad agencies, is still relatively rare at marketers, Abbey Klaassen writes, although it is popping up in industries such as video-games and movie studios.

Microsoft has started to take more risks with its advertising, though it has never been known for its creative prowess. Troberman will work among Microsoft's campaign teams and agencies responsible for creative and look at new marketing approaches and emerging marketing platforms. Spokesman Frank Shaw emphasizes that Troberman will not replace any agency relationships or talent.

In other appointments, Karen Edwards will lead global marketing and communications strategy; David Webster has been named chief strategy officer; Kevin Peck will lead global brand strategy; Steve Petitpas now leads digital; and Megan Hanley is in charge of media. All report to Mich Mathews, senior vp-corporate marketing group.

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