Michael Higgins, the former More Group chief executive, is starting Kinetic Media, a new lorry advertising company.
Higgins, who will be in charge of sales and marketing, has already signed up 1,200 trucks to carry ads.
He believes it is a good time to set up this kind of company, because haulage companies will be looking for ways to reclaim the money they lose from high fuel costs.
The company is due to open offices in Golden Square, London, in the next few weeks.
Higgins’ two other partners are Nigel Petty, who owns 50 per cent of Mega Profile, which specialises in large format advertising sites on the side of buildings, and Malcolm Bompton, who used to work in the haulage industry.
The company’s lorries will be adapted to carry the three traditional poster formats: 96-sheet, 48-sheet and six-sheet. The latter will be carried on the back of the vehicles.
“People have dabbled in this area before,” says Higgins. “But we want to do it properly and establish it as a proper medium. We believe flexibility will be a key part of the format, as well as a lot of financial investment.”
Higgins says advertisers will be able to book campaigns in a number of different ways, with categories including TV regions, specific motorways and Europe.