Toronto-based Dexit has given Media Experts, also of Toronto, media planning and buying responsibilities for its business. Dexit is a new business category offering an alternative to using cash in which customers can pay for purchases by ‘tapping their Dexit tag.’ (The device is a keychain tag one loads with money.)
Dexit is currently building a network of strategic licensees and partners in the GTA, with plans to expand elsewhere in Canada and internationally in 2005. Selina Waxman, Dexit’s director of marketing, sites Media Experts’ ‘fresh and innovative approach to media valuation’ (See ‘Going Metrics,’ Strategy, December 2004) as being a key element in choosing the company to deal with ‘the diverse needs of a brand new business category.’
