Microsoft has hired senior European Samsung executive Mikah Martin-Cruz as chief marketing officer for its UK operation.
Martin-Cruz, who most recently launched an £8m campaign to promote the first 3D TVs to go on sale in the UK, joined Samsung as European group marketing director in October 2008.
He previously worked at rival Sony where he was responsible for famous campaigns including "Paint" and "Play Doh" for the Sony Bravia TV.
Martin-Cruz will start in October and lead a team of 20 with responsibility for all consumer marketing in the UK for products including Windows Live, MSN, Bing, Internet Explorer and Windows Phone.
At Microsoft he will report to Ashley Highfield, UK managing director of Microsoft consumer and online, taking the official title of chief marketing officer for Microsoft UK consumer and online.
"The sheer number and quality of Microsoft's current and soon-to-launch consumer products is incredibly impressive," said Martin-Cruz. "Whether people want to use PCs, phones, an Xbox or be connected across all three by the internet, Microsoft has a very compelling strategy."
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