BOSTON, MA--(Marketwired - Sep 10, 2013) - Fluent (www.fluentgrp.com), a leading College Millennial Consumer (CMC) marketing firm, today announced Darren Ross as its new Executive Vice President, Solutions, starting immediately. Ross joins the growing company from Boston-based creative agency Cramer, where he was also an executive vice president in charge of strategy and sales. At Fluent, Ross will lead the new Digital and Insights groups being formalized alongside the firm's Campus and Experiential offerings.
"Darren's breadth of expertise and strategic depth strengthen Fluent's momentum as we make the leap to a new era in our company's growth," said Fluent Chief Executive Officer Chip Rives. "We have every confidence that, as we move our Digital and Insights programming out from behind more event-driven offerings, Darren will help us maximize not only their potential but the synergies possible for our clients."
In brief, FluentDigital builds on the connections digital millennials make 24/7, while FluentInsights will deliver next-generation agency research building on a database of thousands of college millennial consumers. Fluent's other two divisions, FluentCampus and FluentExperiential, focus on creating on-campus and off-campus experiences and peer-to-peer conversations that sharpen brand awareness and loyalty. Ross will also help launch an incubator within Fluent with the goal of creating partnerships and businesses that will succeed in the college world.
"The draw for me to join Fluent is the opportunity to be in an audience-first environment," said Ross. "The concept of community today is increasingly digitally oriented, yet for college students, there is an equally primary face-to-face community. The overlap of those two worlds is where brands must activate their conversations. With Fluent's exclusive student network, we have the unique ability to create a future version of marketing that not only delivers immediate brand value, but lifetime value within a key audience."
While EVP, Digital Marketing at Cramer, Ross worked with brands such as Staples, Keurig, Avery Dennison, New England Coffee, EMC, and Siemens, growing the group to become one of the largest digital marketing and event solutions companies in the country. Ross remains on the Board of the private, family-owned company. Prior to Cramer, he was Chief Operating Officer at InterMedia Interactive Solutions, where he worked with clients such as Callaway, Pfizer, Pharmacia, Aventis, Coke of Philadelphia and Shiseido Cosmetics. Before that he headed global interactive marketing for PUMA. In addition to developing PUMA's online store from conception to completion, Ross was the creative lead on the brand's lifestyle concepts online such as the online soundtrack and old-school Atari games.
Ross was involved with the interactive industry even before it was called such, working as Manager of Operations for InterMedia Software in Philadelphia. Before his graduation from the University of Pennsylvania, Ross co-founded DNA Creative Design in 1997. A graduate of the University of Pennsylvania, he is on the Board of Directors of the Ad Club in Boston. He is a guest speaker at Babson College on interactive marketing and business consulting practices, and was honored as a finalist for 2007 Emerging Executive (Person to Watch: Under 40 Years Old) by the Mass. Technology Leadership Council.
Specializing in "translating brands for the college world," Fluent (www.fluentgrp.com) works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. Formerly known as Campus Entertainment, the firm's exclusive affiliation with the National Association for Campus Activities (NACA) allows clients insider access to nearly 1,000 colleges and universities allowing unparalleled access and insights to help sharpen brand relevance through integrated marketing solutions that create brand loyalties. Fluent capabilities include: campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Microsoft, Macy's, PacSun, Zipcar, Sun Drop, Kotex, Dove and L'Oreal.