Microsoft Advertising consolidates APAC business, appoints GM

Microsoft has appointed Adam Anger as general manager for Asia Pacific, Microsoft Advertising. Anger will lead the newly consolidated advertising business which now includes Greater China, Southeast Asia, India, Australia and New Zealand.

In his new role, Anger will continue to report to Axel Steinman (pictured), vice president of emerging markets, Microsoft Advertising. Anger will be responsible for growing the revenue and market share of Microsoft’s online advertising properties, including Windows 8 Ads in Apps, MSN, Xbox, Bing, Skype, and mobile, across the newly consolidated Asia-Pacific region.

He will also partner closely with Grant Watts, recently appointed to the role of Search Advertising Lead, Asia for Microsoft Advertising’s display and search offerings in the region.

Prior to this, Anger was the general manager for Greater China, Microsoft Advertising, where he led the strategy, marketing, business development, and digital advertising sales for Microsoft’s online properties in Mainland China, Taiwan and Hong Kong, as well as the strategic joint venture partnership in Mainland China. Anger has more than 17 years of experience with Microsoft across various roles.

This role will continue to see Anger based in Hong Kong.

Bruno Fiorentini Jr, former general manager for Southeast Asia, India, Australia and New Zealand, Microsoft Advertising, will take on a new leadership role, leading the strategy and sales for the global accounts and agencies team.

Reporting to Stephen Kim, vice president for global accounts and agencies, this team focuses on the management of Microsoft’s strategic relationships with leading media and creative agencies.