Experienced Global TV, Film and Music Industry Executive to Help Drive Global Expansion into Contextual In-Video Advertising
LONDON AND LOS ANGELES, 19 December 2013 – Mirriad, the global leader in in-video advertising for the skip generation, has appointed former CEO of EMI and top Lucasfilm and Columbia Pictures executive Roger Faxon as its Non-Executive Chairman.
Faxon, who successfully transformed and sold EMI last year, is currently a board member of ITV and advisor to many media businesses and brings global leadership experience from the TV, film, and music industries to Mirriad. Faxon will work closely with Mirriad’s founder and CEO, Mark Popkiewicz, as the company expands its 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.”
Mirriad’s ad tech platform features Academy Award-winning computer vision technology that enables seamless, authentic brand integrations. For brands, Mirriad’s sophisticated analytics transform abstract brand integration into a measurable, scalable, trackable ad unit. For content owners, it offers a new revenue stream with complete editorial control.
“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.”
Research has proven that consumers are more likely to recall brands that they see within programmes or video that they choose to watch. In the next five years, experts predict that television-driven purchases, also known as T-commerce, could completely reverse the decline in TV marketing spend.
Mirriad is working with brands such as Coca-Cola, Pizza Hut, Yahoo, Dove and Pepsico. More information can be found at
Biography, Roger Faxon:
Roger currently leads A&R Investments, a diversified investment and consulting firm based in New York focused on the media and content industries. Previously he was CEO of EMI Group where he successfully turned the business around and sold it in September 2012.
After graduating with a BA from the Johns Hopkins University in Baltimore, Faxon’s career took him first to the US government where he advanced to directing the subcommittee on Housing and Community Development in the US House of Representatives.
Throughout the 1980s, Faxon held several posts in the film and television industries. From 1980 to 1984 he was executive vice president/COO for LUCASFILM Ltd where he guided the financial and operational affairs of the company including the motion pictures Raiders of the Lost Ark, Return of the Jedi, and Indiana Jones and the Temple of Doom.
Between 1984 and 1986 Faxon was founding partner of the Mount Company, a motion picture and television production company. Among its productions were the movies Frantic, Bull Durham and Tequila Sunrise. From 1986 to 1990 he was with Tri-Star and Columbia Pictures, rising to the post of senior executive vice president of Columbia Pictures, responsible for directing the studio’s marketing, distribution, business affairs, physical production and finance departments.
In the early 1990s, Faxon joined Sotheby’s where he became CEO of London-based Sotheby’s Europe.
Faxon joined EMI in 1994 as senior vice president, worldwide business development and strategy where he directed the company’s global planning process and oversaw the acquisition of related businesses as well as the company’s portfolio of media investments. He also played a central role in the successful de-merger of the Thorn Group from EMI in 1996.
In April 1999 Faxon assumed the post of executive vice president and chief financial officer for EMI Music Publishing before being appointed CFO of EMI Group in early 2002. In January 2005 he was named president and COO of EMI Music Publishing and the following year became president and co-CEO before becoming sole chairman and CEO in March 2007.
He was appointed to his role as CEO of EMI Group in June 2010, with responsibility for leading the operations of EMI’s music publishing and recorded music divisions.
Roger Faxon is a Member of the Board of ITV plc, the British Broadcaster, as well as the Songwriters Hall of Fame and The Johns Hopkins University. He sits on the Council of the Brookings Institution and is a member of the Academy of Motion Pictures Arts And Sciences and The Recording Academy.