• by Richard Whitman , Columnist, March 16, 2022

Three marketing and entertainment veterans have launched what they describe as a “fandom-focused” marketing agency called Modern Fanatic.

The founders are President Kris Longo, former ad sales and custom content director for publisher DC and current Chief Strategy Officer of Heavy Metal Entertainment; CMO Michael Pratt, former director of content marketing at LEGO; and CSO Collin Millington, previously with Cox Communications and KRCW-TV. Millington is the husband of Shayne Millington, Chief Creative Officer McCann New York.

The founders have known each other for a while. In fact, they credit a co-branded custom publishing initiative that Pratt and Longo collaborated on 20 years ago for their respective companies, DC and LEGO, as the initial impetus that would lead to the creation of the new agency.

“We were in the branded content business before it was a business,” said Pratt. “The world has embraced brand building, and Modern Fanatic has been built as a solution that steps up the content game in a big way and offers avenues and opportunities for budgets of all sizes.”

The agency has been in stealth mode since last year and during that time has been busy cultivating clients and project work. It recently worked with the CW Network on marketing for the launch of the DC TV series Superman & Lois.

Clients include ElectricNow, the streaming service and app that’s part of Electric Entertainment, run by CEO Dean Devlin, producer of “Independence Day,” “Stargate” and other blockbuster Hollywood films. One project with Electric involves developing marketing materials for science fiction awards show The Saturn Awards, which will be streamed live through the ElectricNOW app later this year.  

Heavy Metal Entertainment and Sony are also clients.

According to Longo, the agency “first and foremost reflects the times we live in. The composition of fandom for pop culture affinities can no longer be so easily defined by the typical marketing criteria.” Brands need to focus on authentic experiences, he adds “that are not just engaging but also inclusive of all fans.”

Also part of the Modern Fantastic leadership team are partner and marketing and PR veteran Jeremy Atkins and publicity vice president Cat Nuwer who is also a publicist at Heavy Metal.