Transient Media forms association with Holmes & Lee
By Adnews Staff
Mobile advertising company Transient Media has formed an agreement with ad agency Holmes & Lee intended to build the Transient brand in North America. Both firms are based in Toronto. Transient's inventory consists of billboard-sized ads on the sides of transport trucks. The ads are booked according to the area or route frequented by each truck. Through a global positioning satellite system, advertisers can track the progress of their campaigns through a website. Holmes & Lee will create a business-to-business communications campaign for Transient aimed at advertisers and ad agencies in major North American markets. The company will also form a special unit that will work with Transient and its clients in the development of advertising creative. "All clients want exact return and reporting, and Transient Media can provide it," said agency president John Lee. "Qualifying and quantifying the number of people that see the ads means that [Transient] will be able to prove that the message will hit where the client wants it to hit. That makes it a very powerful weapon versus traditional outdoor."