WASSERMAN ACQUIRES LEADING COLLEGE EXPERTS RIDDLE & BLOOM
Leading sports and entertainment agency Wasserman has acquired Riddle & Bloom, a specialized “Ideas and Access” agency that helps clients understand and thoughtfully market to the next generation of consumers: college students, high schoolers, and young professionals. With a direct line to 1,000+ schools and 13+ million students across the US and Canada, the innovation-focused deal firmly places Wasserman at the center of the college marketplace.
Riddle & Bloom has a proven track record of delivering marketing programs for the college community for nearly 15 years centered around three main marketing disciplines – Peer-to-Peer, Experiential and Digital/Social – through services such as ambassador programs, social media influencer campaigns, event sponsorships, mobile and concert tours, Greek life activations, targeted outreach and more.
As the exclusive marketing partner of the NACA, NACAS and NIRSA, Riddle & Bloom has the necessary relationships to provide access – on-campus and beyond – to brand partners seeking to provide value for this community. “With this strategic expansion, we want to redefine the college marketing space by engaging these critical consumers in ways others don’t,” said Wasserman President, Brands and Properties Elizabeth Lindsey. “‘Next generation’ as a designation sometimes leans into generalities. With Riddle & Bloom, we deliver a deep and far more specific understanding of this nuanced demographic that will enable us to help our brand clients launch targeted and effective campaigns to reach this audience.”
“Through our research and experience, we understand that the next generation consumer doesn’t act, think, behave, collaborate or connect like previous generations,” said Riddle & Bloom President Darren Ross. “Combining the expertise of Riddle & Bloom and Wasserman allows us to connect relevant brands to school communities in a way that creates deeper relationships with these influential decision makers.”
Paired with Wasserman’s proven leadership in research and insights, brand strategy, and creative campaign and partnership development, the two organizations will integrate across their shared client base to offer combined scale and augmented capabilities. The result will be a new, differentiated and more effective approach for brands looking to reach and engage this coveted consumer, who is rewriting the rulebook on community connection and consumer behavior. Riddle & Bloom will be fully rebranded as Wasserman in Q3.
With this acquisition, Wasserman also expands its industry-leading expertise in college consulting, led by Wasserman Managing Executive, Properties & Media Rights Dean Jordan. In addition to work on numerous, highly visible media rights engagements, Wasserman has successfully completed multiple engagements with top universities, conferences and governing bodies on a variety of issues, including: revenue generation strategies, asset identification and valuation, local media and sponsorship negotiations, digital content development and distribution, and operational strategies. Pairing this experience with Riddle & Bloom’s direct access to next generation fans will provide Wasserman clients with a unique advantage for today’s rapidly evolving environment.