• by Sara Guaglione , March 23, 2016

Michael Monroe will join The Atlantic as vice president of marketing and head of Re:think, The Atlantic’s creative marketing group, The Atlantic’s senior vice president and publisher Hayley Romer announced today.

Re:think drove 60% of the company’s advertising revenue in 2015.

Monroe joins The Atlantic from Forbes, where he was vice president of marketing. He oversaw print and digital campaigns for clients like AT&T and Mercedes-Benz. He first joined Forbes in 2006. Also, he was also director of integrated marketing at Condé Nast from 2010-2013.

Monroe will begin with The Atlantic next month.

Atlantic Re:think has produced sponsor content for global brands and found innovative ways to use native advertising, like the live 3D art experience for Qualcomm and the interactive feature on presidential couples for Netflix’s “House of Cards.”

In 2015, Re:think increased native content pieces by 100%, with work for clients like Boeing, Cathay Pacific, Allstate, E*TRADE and Finlandia.

Romer also announced that Sam Rosen, who helped build and lead Re:think over the past two-and-a-half years, is launching a new initiative responsible for brand engagement and loyalty, while also developing different revenue streams for The Atlantic.

In his new role, Rosen will build a new division dedicated to “developing novel ways to attract and engage new Atlantic fans, turn existing fans into loyalists, expand the brand’s footprint, and diversify revenue streams,” according to the statement.

Rosen is also leading the company’s new brand campaign, which Publishers Daily reported on earlier this month.

This is the first time in eight years The Atlantic is launching a brand campaign. It’s currently being developed with Wieden+Kennedy and will launch later this spring.

The advertising campaign will be connected to the concept of The Atlantic’s most recent editorial project, “A&Q,” which aims to challenge popular answers to pressing questions by taking some of the most frequently posed solutions to consequential matters of policy, and complicating those answers with more questions.