We Don’t Know Anything About Other Agencies.

And We’re Better for It.

Here’s a weird thing about Bonfire:
None of us came from PR.

We’ve never worked at another agency.
We don’t know what “best practices” are.
We don’t know how traditional firms build decks, pitch stories, or measure success.

And we genuinely don’t care.

Because the truth is:
We didn’t enter this industry with experience. We entered it with frustration.

We were founders.
We’ve hired agencies.
We’ve been burned.

So we built the firm we wished existed—and never looked around to see what anyone else was doing.

We’ve Literally Never Hired Someone With a PR Background

Not once.

We don’t care if you’ve “run accounts,” “managed coverage,” or “worked a list.”
We care if you’re smart, creative, and fast.
We care if you know how to think across disciplines—narrative, product, media, culture, business, politics—and connect dots other people miss.

And we test for that.

We give every candidate a creativity test.
No resumes. No titles. No fluff.
Just:
“Here are 3 clients. Construct 10 original story angles for each. Go.”

May the best candidate win. That’s who ends up here.

Strategists. Writers. Builders. Pattern recognizers.
People who’ve never worked in PR—and that’s exactly how we like it.

In fact, the less PR experience, the better.
We don’t want to un-teach legacy agency habits.
We want a blank canvas of sharp thinking and raw creativity—and we wire them with Bonfire DNA from day one.

Because the people who thrive here?
They don’t play by the book.

They’ve never read it.

No Legacy Playbook = No Bad Habits

We didn’t start with “the way it’s done.”
We started with a single question:
What would we have wanted when we were the client?

And we built from that:

• We optimized for speed, leverage, and pressure—not volume.
  
• We built a model that flexes around the outcome, not the org chart.
  
• We created systems that actually align with how founders think and operate.
  

We didn’t want to tweak the old playbook.
We wanted to build a new one from scratch.

This Isn’t an Industry to Us. It’s a Weapon.

We didn’t come in thinking like PR people.
We came in thinking like operators.

Other firms might follow media cycles.
We hack them.

Other firms might pitch 30 reporters and hope one bites.
We pitch the right story, to the right person, at the right time—because we know what we’re doing and we move fast.

We don’t chase reputation.
We chase results.

And we don’t spend a single second wondering how other agencies do it.
Because whatever they’re doing, it’s not this.