Global video advertising firm Mirriad has appointed entertainment industry executive Roger Faxon as its non-executive chairman.
Faxon will use his expertise to assist Mirriad CEO and founder Mark Popkiewicz in his mission to revolutionise advertising for the “skip generation”.
“Anyone in the content business knows we are facing some very big challenges,” Faxon said. “Big problems need big solutions and Mirriad has developed the only technology that creates native advertising opportunities for brands at scale. I’m delighted to help Mirriad realise its goal of uniting the world’s greatest content with the world’s most prestigious brands.”
Faxon previously headed EMI Music Group before it was bought out by Universal Music last year and has served as an executive for Lucasfilm and Columbia Pictures as well as being a current member of the board at ITV.
“Roger’s world-class track-record in entertainment is critical as we continue to dramatically increase the number of content owners, distributors, brands, and agencies to benefit from using our platform,” said Mirriad CEO Mark Popkiewicz. “His understanding of popular culture and the way it’s monetised in the advertising world will prove invaluable to us.”
Mirriad is aiming to create a new market that will allow companies to integrate brands into the type of content that is being consumed these days. AllThingsD speculates that an example of this would be inserting cans of Coke into re-runs of older shows by signing a deal with the content owner and using a web dashboard to make the changes.
The company has already sourced some $7 million [£4.2 million] in funding over a number of years and it’s thought the move to appoint Faxon is to increase its visibility in the media world and open doors to further business.
Mirriad currently counts the likes of Coca-Cola, Pizza Hut, Yahoo, Dove and Pepsico among its clients.
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