The company, which sells trolley and basket advertising, floor graphics and other media across the major supermarket chains, called in administrators Mercer & Hole last week.
The company was one of the most established players in the market. It was part-owned by global media giant Clear Channel and employed 240 people at four EU locations.
Just four months ago former MindShare UK chief executive Simon Rees joined as chief executive to spearhead an aggressive European expansion.
However, accounts show the company has posted a loss for the past two years.
In the UK, The Media Vehicle sold advertising space in Tesco, Sainsbury and Asda among
others. However, prior to calling in the administrators, it lost the Tesco contract to Sales Activation Solutions (SAS). Tesco media manager Bill Pennell said he was confident SAS could deliver a vastly improved service for both the retailer and brand owners. According to the administrator, SAS was due to acquire the operating assets of The Media Vehicle as The Grocer went to press.
Asda Media Centre director Sarah Brookfield said Asda had brought the service in-house but needed brand owners to contact it urgently. “We need information. If brands have a planned campaign but have not yet paid for it we can still execute it in-store,” she said.
Sainsbury is believed to be about to put its contract out to tender.
The Tesco contract is the first UK deal for SAS and chief executive John Leutton said it was in talks with other retailers.