Slaymaker has taken the role of managing director at Roadshow, which will attempt to sell advertising on cars to major advertisers.
Roadshow is backed by Lloyds TSB, which will provide the finance to supply branded cars to drivers. Roadshow claims that it will be able to provide advertisers with cars in quantities from ten to more than 1,000.
It will recruit drivers through the internet, advertising, PR and event activity. Drivers will receive a discount on finance packages for new cars in exchange for carrying the branding.
Roadshow has a dedicated sales operation led by the sales director, Brett Marshall, the former sales director at the poster company Mega Profile.
Marshall claimed Roadshow will be able to build groups of drivers to match advertisers' demographic and geographical requirements.
Slaymaker said: "This is a creative opportunity to take a given campaign and interpret it in a range of impactful ways."