• by Richard Whitman , Columnist, October 29, 2017

Marketing agency Fluent has rebranded to the puzzling moniker of Riddle & Bloom. Why? You may be wondering to yourself, as I did when I first saw the press release.

I’m not really sure, but here’s how the agency explains it: “The agency’s new identity reflects its deepening mission to help the world’s leading brands understand and engage with the most puzzling, hardest-to-influence consumers: high schoolers, college students, and young professionals, which represent over half of the U.S. population today.”

OK then, mystery solved.

But just in case you’re still baffled, the agency’s CEO Chip Rives added: “Next Generation consumers, including Millennials and Gen Zs, are very different from previous consumer audiences, with never-seen-before behaviors and expectations. Knowing how and when to connect with this unique group can be like solving a riddle for brand marketers.”

Initially, the agency focused on college kids and campuses. Now, its target is expanding in both directions and will focus on 14- to 35-year-olds. That sounds pretty bloomin’ ambitious to me. Go for it, R&B!

Along with the rebrand, the agency said it has struck new partnerships with higher-education groups, including the National Association of Campus Activities, NIRSA: Leaders in Collegiate Recreation and National Association of Auxiliary Services (NACAS).