Peter Moore has picked up one of the heavy hitters of the auto industry to help beef up his division's approach to in-game advertising. Today, the console maker confirmed reports that surfaced yesterday in Advertising Age magazine that Jeff Bell, vice president of product strategy for DaimlerChrysler AG's Chrysler Group, was headed to Redmond.

　　Bell will take on the assignment of vice president of global marketing for the interactive entertainment division. He will report to Peter Moore, the corporate vice president of the Entertainment and Devices Division of Microsoft's Interactive Entertainment Business. Jeff Bell

　　Bell, the 15-year veteran of the auto industry, has led DaimlerChrysler on an aggressive track to include interactive marketing in its overall approach to branding, including the insertion of branding and images of Jeep vehicles into a number of games.

　　In a statement, Moore said, "Jeff brings a unique mix of consumer experience and innovation to the Interactive Entertainment Business. His accomplishments at DaimlerChrysler, including the creation of its owner loyalty program, his track record in driving automotive video game strategies, and his influence on urban marketing plans, are indicators of his expertise and leadership."

　　Bell and his team led Advertising Age to name the automaker its first Online Marketer of the Year last fall.

　　His hire by Microsoft emphasizes that company's approach to the in-game ad beat. Earlier this year, Microsoft acquired in-game advertising network Massive. Now, with Massive and Bell in its arsenal, the Xbox division has one of the most sophisticated ad-insertion technologies and one of the most accomplished business development strategists in the in-game ad space at its disposal.

　　Bell will start in his new role on June 12, according to Microsoft.