Ed Hollands is much more than your average 23-year old. It was in primary school, which the seeds of entrepreneurship were sown when Ed declared he wanted to run a pub called The Happy Inn. He also saw his father being away from his family due to working overseas and felt he wanted to have some choices around work later in life. His determination to run his own business became stronger before selecting his GCSE choices, as he already knew he wanted to be the master of his own fate financially. This dictated the subjects he chose at both GCSE and A level.
Ed studied for his degree at the University of Derby. While at university he joined the Business and Entrepreneurship Society and began to be motivated by those who had already walked the walk in business. It was during this time he met Graham Mulholland, chief executive officer of EPM Technology who became his mentor alongside lecturer and friend Bev Crighton Senior Lecturer/Programme Leader BA HRM.
As part of his studies he explored the idea of creating digital billboards on A38 right next to the university. He also set up his own business in the summer of his first year at university however the idea needed more of a thought process and understanding. And it became an early lesson learned.
Ambitious to make a statement in life, he started DrivenMedia, a Derby-based advertising agency which creates mobile billboards on commercial trailers for brands, organisations and businesses. Ed’s idea of mobile billboards arose on an early morning walk when he saw traffic – including several large, plain lorries – queuing at a busy roundabout as rush hour traffic began to build. He realised the scope for offering companies a different type of marketing opportunity was vast.
DrivenMedia is an innovative advertising agency based in the Technology Centre, Belmore Way. The DrivenMedia team turn commercial trailers travelling the country or overseas into mobile billboards for brands, organisations and businesses. This provides visible, flexible and colourful marketing opportunities across the UK, Europe and overseas.
Ed began his research immediately by literally taking down the details of trucks and lorries as he stood on the roadside and then getting on the telephone to ask companies if they would consider renting out their ‘space’ to would-be advertisers. One finally agreed and others soon followed. He saw a major roundabout with traffic lights, many large lorries and many cars backed up waiting for the lights to change and thought it would be a perfect opportunity for brands, organisations and larger businesses to promote their activities. Previously, while at university in Derby, Ed had come up with the idea of digital advertising boards along the A38 – the main road running past the campus.
Ed got his first deal closely followed by a campaign for the University of Derby. Since then he’s run advertising campaigns for names including The University of St Mark & St John and Hull Trains. He also works with a range of hauliers and marketing agencies, which have become his strategic partners in business, TT Express, CWA.
the Jupital has had the opportunity to speak with Edward about his business:
the Jupital: What makes DrivenMedia unique to other advertising agency ?
“Compared to other advertising methods DrivenMedia enables advertisers to reach a highly receptive audience which are unable to reach, those on the road driving to work, picking up the kids and going shopping etc. As we use curtain sided vehicles we may find unique advertising opportunities others are unable to capture.”
the Jupital: What impact has DrivenMedia had on your clients?
“Our main impact is enabling hauliers to grow quicker and secures their future without falling profit margins and rising fuel prices by enabling their fleet to earn them more money the further they drive, normally where the further they drive the move it costs them. Our haulage partners are our suppliers; we’re using an unvalued and underutilised space and using it to create an income.”
the Jupital: What words of wisdom might you suggest to someone who might want to start their own business?
“Find a mentor who’s done it before (even if it’s a different industry). Speak to your potential clients and find out exactly what they need. Listen to their needs. Be bold, by being memorable your more likely to get the business. Test things, there may be at all times room for improvement.”
the Jupital: What are your plans for the future?
“For the business one of the goal is to create a DrivenGroup encompassing haulage and fleet hire. On a persona level with the experience I have gained, would love to become a speaker to motivate other to follow in my footsteps and mentor others. Perhaps even invest. There’s a dragon in me!”
Today DrivenMedia offers companies, brands and organisations the opportunity to advertise on the sides and backs of lorries, trucks and vans as they travel the world delivering goods and services. Coming up in late 2017, Ed is aiming to launch the latest campaign for The University of Derby, DrivenMedia’s largest campaign to date for a London based campaign and a campaign of its own. Watch this space!
To learn more about DrivenMedia or have the opportunity to advertise with them please click here.
Also further links to get in touch with Ed and DrivenMedia:
How might young people gain more confidence by having a mentor early in life to guide them to successful businesses?