PLANO, TX (November 21, 2024)— Learfield, the leading media and technology company powering college athletics, announced the launch of EDGE, a data-driven digital marketing agency. EDGE will deliver customized digital marketing strategies to help brands engage consumers, increase purchase consideration, and drive revenue. Digital industry veteran Scott Meldrum was appointed Executive Vice President of Digital Solutions to oversee the agency and Learfield’s digital strategy.
EDGE will combine Learfield’s technology and digital marketing expertise with its unique understanding of consumers powered by Learfield’s Fanbase platform, which includes over 6 billion data points from its database of 93 million unique consumers. Driven by data, EDGE leverages its distinctive understanding of consumer profiles and behavior to fuel digital marketing campaigns and drive results.
“From the moment we delivered our data-driven, programmatic sponsorship products to college athletics, countless brand and university partners began seeking assistance with their performance marketing on the whole,” said Cole Gahagan, President and Chief Executive Officer at Learfield. “Under Scott’s leadership, EDGE is perfectly positioned to help our more than 12,000 brand partners – along with our hundreds of university partners – increase efficiency through a comprehensive, integrated marketing strategy.”
Learfield tapped Scott Meldrum to lead the EDGE agency as EVP of Digital Solutions. Meldrum has over 20 years of experience in strategic integrated marketing and deep expertise in leading multi-channel digital marketing programs. Meldrum has provided strategy and digital marketing solutions to some of the world’s largest consumer brands, including Amazon, Starbucks, Hyundai, Marriott International, Toyota, MillerCoors, Wyndham Hotels & Resorts, and T-Mobile.
“I’m incredibly excited to lead the talented EDGE team to help our partners achieve their marketing goals,” said Scott Meldrum, Executive Vice President of Digital Solutions at Learfield. “Our proprietary data is our differentiator. We help our clients gain an edge in the marketplace based on data and insights from over 90 million of the country’s most educated and affluent consumers.”
The EDGE technology solution integrates its proprietary targeting technology with world-class partners, including Google, the Trade Desk, Meta, Azure, and Tableau, and includes advanced AI functionality to optimize digital marketing segmentation and performance. Wrapped in deep analytics, EDGE identifies market opportunities, audience insights and tracks performance, providing holistic digital strategies that complement brand sponsors and college athletics partners.
The EDGE team has significant experience serving organizations ranging from Fortune 500 to mid-market companies to realize business objectives. EDGE brings a consultative approach to client engagements, delivering digital strategy, campaign performance and technology solutions custom built to each partner.
“We are delighted to launch the EDGE agency under Scott’s leadership, whose experience will help our partners grow their business,” said Ben Mathan, Chief Strategy Officer at Learfield. “EDGE delivers a competitive advantage by building authentic connections between brands and consumers through advanced marketing solutions and consumer insights.”
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.