Ed Catto and Steve Rotterdam have recently launched Bonfire Agency, LLC. The company helps brands reach the highly sought after pop culture demographic and the influentials that can make or break what the next big thing is.
We’ve had a few articles about our thoughts on marketing in the comic book industry and the two men have agreed to subject themselves to our 10 Questions.
Graphic Policy: First let me say thank you very much for the interview and congratulations on the new venture. For people who don’t know, tell us about Bonfire Agency, LLC which you started along with Steve Rotterdam.
Ed Catto and Steve Rotterdam: Thank you for the opportunity. We’re really excited and the first few weeks have been a whirlwind. Bonfire Agency was created to help companies connect directly with highly passionate, intensely loyal and incredibly challenging to reach consumers of pop culture – and to do so with relevance and authenticity, encouraging these influentials to embrace their message and help spread it outwards. As a full-service marketing agency, we’re able to develop strategies and fully integrated campaigns that tap into the heart of what these consumers care about. And because this is a marketplace that hungers for the “new” and respects risk-takers, it’s an environment within which brands can play and experiment; to do some of their edgiest work in trying to engage and enlist these consumers.
In addition, we’re developing three discrete service offerings – a comics media ad network, our Fan-Pan research panel and a retailer-based promotional event network. We’re establishing great partnerships already, but one relationship in particular has been especially important in enabling us to hit the ground running. We’ve created Bonfire Agency as an agency within an agency. So while we’re independent, we’re also aligned with EastWest Marketing Group. This gives us access to offices in New York, LA and Chicago, as well as an established infrastructure, top talent and services. That being said, we’ll also be reaching out to specialists and top creatives as specific projects demand specific skills and sensibilities.