DEXIT HIRES MEDIA EXPERTS
By Adnews Staff
Media Experts of Toronto has been assigned media planning and buying for Dexit. Toronto-based Dexit operates a cash replacement system for retailers which uses a keychain device carried by customers. These customers can then pay for purchases from participating retailers by passing the device over a sensor. The service currently involves 350 merchants in the Greater Toronto Area and 37,000 registered users. Media Experts got the account through a referral without a formal competition. This is the first time Dexit has employed a media planning agency. "The Media Experts team was what we needed," said Dexit marketing director Selina Waxman, "They take a fresh and innovative approach to media valuation and have the track record required to deal with the diverse and changing needs of a brand new business category."