Rovio creates in-house ad team for brand-integration push

02/14/2013 | Advertising Age (tiered subscription model)

Rovio has created a division called the Advertising Partnership Team that will focus on integrating brands into its applications, as the company looks to expand beyond its reliance on paid downloads and mobile display ads brokered by third parties. "There's so much more that we could do with brands," Rovio's Michelle Tobin says. The new division will concentrate on brand integration in the "Angry Birds" franchise, with a McDonald's partnership in China as a potential model, Tobin said.

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