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Digital Factory Inc.

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Micro-Fencing Startup Digital Factory Builds Global Team; Lands Roy Edmondson as EVP Digital Factory Europe

Expansion into Europe will be led by an award-winning marketer with "in-house" and "in-agency" experience across a variety of industries.

Chicago, IL, June 24, 2016 --( Digital Factory, a Chicago-based mobile ad-tech startup with proprietary micro-fencing technology, is excited to announce the hire of Roy Edmondson who will lead expansion efforts in Europe as Executive Vice President of Digital Europe.

Edmondson is a global marketing and communications expert who has worked in Europe, Asia and the United States in a variety of roles both “in-house” and "in-agency" to service clients in a variety of industries. He has led award-winning campaigns and product launches for brands like Marlboro Lights, Levi’s 501 campaign, Kodak EasyShare-One Camera Global, and Doritos Crash the Super Bowl.

In his new role with Digital Factory, Edmondson will oversee all branding, operations, sales, and business efforts throughout Europe, including expansion, partnerships, and mobile campaigns.

“Digital Factory has created a great solution that brings instant marketing to life engaging people and brands in an exciting way for all. I have been a part of Lawrence’s journey to develop this unique micro-fencing software and Digital Factory’s progression into a fully salable program,” said Edmondson who carries more than twenty-five years of global marketing experience, which includes positions as global marketing director at Levis Strauss & Co and a partner at Ketchum in the US and UK. “I am excited to join the team to ignite his dream throughout Europe and help build more connections in America.”

Edmondson will be spearheading Digital Factory’s European efforts as the company continues to focus on expansion due to an increased demand for mobile micro-fencing programs from brands and retailers looking to engage with consumers.

“Roy brings tremendous experience in leadership, strategy and most importantly global implementation,” says Lawrence Griffith, CEO of Digital Factory. With Roy's impressive three decades of solving strategy problems for the largest brands in the world like, Levi’s, Frito-Lay, PepsiCo and others, he is the right man for the job. We are excited about our global growth and look forward to Roy leading the charge in the UK and Europe.”

About Digital Factory: Digital Factory is a Chicago-based mobile ad-tech firm that utilizes proprietary micro-fencing technology to activate mobile applications and consumer engagement, enabling brands to deliver relevant content to consumers based on proximity, behavior, and first-party data. We target marketers, with a focus on brick-and-mortar retail, (including restaurants, grocery and department stores), the sport and live events industries, in addition to advertising/digital/CRM/Shopper Marketing agencies. Digital Factory creates mobile marketing campaigns that seamlessly integrate into existing apps to increase consumer engagement and drive marketing ROI spend. The solution creates value for both brands and consumers by lowering customer acquisition costs and delivering relevant content at ideal times and places. For more information on Digital Factory, visit

Media Contact:

Marcia A. Talbert, VP Integrated Marketing, Digital Factory: 312-722-3075,; 2 N LaSalle Street Suite 1400; Chicago, IL 60614
Contact Information
Digital Factory Inc.
Marcia Talbert
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