An unfortunate ATV accident took Tanner Soeting’s life this past weekend. The Adapt Media sales exec was only 39 years old.

Described as “a bit of a renegade, with a great demeanour” by Jamie Thompson, CEO at Adapt, Soeting was the OOH media company’s senior national account executive. He started as an account exec in 2014, when he joined Adapt (as the company’s first salesperson) from UM. Soeting also spent several years at PHD as an account manager.

He worked on the Omnicom, IPG and Talon businesses at Adapt, as well as handling agencies like Cairns O’Neil and True Media, according to Amanda Newell, the company’s CRO.

“Tanner was at the forefront of pitching newly built DOOH networks at Circle K, Plaza Premium, BP-Greenergy, Hasty Markets and all the other networks Adapt now calls their own, to media agencies and direct clients,” Newell told MiC. “Thanks greatly to Tanner’s efforts, we doubled Adapt’s revenue in the last three years.”

In a company statement, Adapt described Soeting as the point-person for new colleagues and commended his thoughtful leadership during challenging times such as the pandemic. “When he wasn’t being the string that bound Adapt together, he spent his time outdoors with a massive group of friends, fishing, canoeing, and cooking the day’s catch over an open flame,” said the company.

“I knew as soon as I met Tanner 10 years ago at UM that he was my kind of guy,” added CEO Thompson. “We loved him and he will always be missed in our hearts. Nothing will ever be the same for us, not this company he helped forge, or my family who will forever miss his laugh, his smile, and for bringing us joy every day.”