MirriAd Snaps Up Channel 4's Charlesworth

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Digital brand integration firm MirriAd has unveiled David Charlesworth, previously at Channel 4, as Global Sales and Marketing Director.

Effective immediately, Charlesworth will be responsible for all commercial operations globally and will take over day-to-day running of sales & business development.

Charlesworth has spent the past 15 years in the sales department at Channel 4, where he led the Channel’s strategy for sponsorship, product placement and advertiser-funded programming. Most recently he designed a dual package for Sainsbury’s and BT relating to C4’s coverage of the London 2012 Paralympic Games.

Commenting, MirriAd Chief Executive Mark Popkiewicz said, “David’s impressive track record negotiating and sustaining complex contracts is second to none, as is his insight into media and broadcast, both of which will prove invaluable in developing the MirriAd business.”

Fast-growing MirriAd has already digitally integrated almost 100 brands into mainstream content around the world. But now it is anticipating a step-change in its business: “This is a fascinating time for UK broadcasters,” added Charlesworth. “It has only been a year since legislation allowed commercial channels to explore brand placement options in the UK and we are already seeing a steady uptake in MirriAd’s ‘silver-bullet’ solution to the problems with physical placement deals. Revenue streams are growing across the world and I relish the prospect of developing these markets.”