Montreal-based Newad is expanding its Toronto office sales force with the hire of Paul Sedik in the newly created position of regional general manager, indoor advertising, Central Canada.

Sedik will be responsible for overseeing national, retail, direct client sales activities and network development for the company, which specializes in the 18- to 34-year-old market. Newad hosts an indoor advertising network as well as event and experiential marketing. It also owns a Montreal-targeted media property called Nightlife, which includes a free entertainment-focused magazine and website.

Sedik arrives at Newad from Astral Media, where he was director of sales, and prior to that, Alliance Atlantis. He has also worked for CBS radio and TVA sales. His focus, a release on the announcement states, will be on client services and the development of business partnerships.

Newad has offices in Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton.