Active Interest Media Launches Catapult Creative Labs

Active Interest Media announced today the launch of Catapult Creative Labs, an in-house marketing services agency.

Active Interest Media announced today the launch of Catapult Creative Labs, an in-house marketing services agency.

Based in Boulder, Colo., Catapult offers clients a full range of services, including custom content, ad creative, social strategy, video and TV production, lead generation, event activation, research, data services and more.

“With the launch of Catapult Creative Labs, we’re bringing together a talented team of content producers and marketers across all mediums to facilitate dynamic audience conversations for our partners,” Active Interest Media CEO Andy Clurman said in a statement. “Our award-winning journalists, filmmakers, designers and digital specialists will help grow client brands in the marine, healthy living, outdoor, equine and specialty home industries.”

AIM owns Soundings Trade Only.

Catapult hits the ground running, with several major partners already signed. Inaugural clients come from across AIM’s six markets and include leading brands such as Bertram Yacht, Vetus-Maxwell, Gaia and Weaver Leather.

These companies chose Catapult because of its unique ability to provide video and lead generation expertise while also tapping them into authentic dialogues with the company’s devoted readers, fans and event attendees.

This access to AIM’s numerous verticals allows for Catapult to exploit the collective experience of AIM’s marketing, editorial, research and events teams to provide best practices for campaign development. Each program includes messaging running in AIM magazines and websites, in conjunction with AIM’s proven methods for engaging and amplifying targeted messages to its audience.

This audience is composed of 40 million highly engaged enthusiasts from 85 different countries who trust their brands for travel, health, home, and product advice.

Overseeing Catapult’s launch is Jonathan Dorn, AIM’s senior vice president of digital and creative services. Dorn has held multiple roles since joining Active Interest Media in 2007, including editor-in-chief of Backpacker, which won five National Magazine Awards under his leadership; general manager of AIM’s Outdoor Group; and head of content and product development.

Running day-to-day operations is George Sass Jr., previously editorial director of AIM’s Marine Group.

“As our first managing director of Catapult, George brings deep content know-how and a wealth of marketing experience, having run an advertising agency with Fortune 500 clients for a decade prior to becoming a boating editor,” Dorn said.

Joining Sass is Jennifer Jones, vice president of account services and a veteran of experiential activations and brand strategies as the vice president at Allied Marine and more recently AIM’s Marine Group.


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