Bond CEO Explains What Goes Into Creating the ‘Fertile Ground’ for a Viral Marketing Campaign

Office With a View: “It’s really preparation meets exploration,” Seth Althoff tells TheWrap

Bond CEO and co-founder Seth Althoff (Courtesy of Bond, Chris Smith/TheWrap)

Seth Althoff, CEO of the entertainment marketing agency Bond, is no stranger to clients saying, “So we want this to go viral.”

“We just smile and say, ‘Hey, we do too,’” Althoff told TheWrap for this week’s Office With a View.

Of course, there’s no easy way to get something to go viral, he explained, but Bond has had its share of marketing campaigns that caught fire, including print ads, AV and digital campaigns for films like “Dune,” “The Matrix Resurrections,” “Army of the Dead,” “The Batman” and “House of Gucci,” to name just a few. The key is doing the homework and aligning what a group of fans will most latch onto.

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