Facts Behind Retooled Fiction

Firm Bridges Gap Between Production House, Marketing Agency
BOSTON–Fiction may be something of a mystery on the local scene, but the recently renamed firm is looking to quickly establish itself and expand its base of advertising and production clients.
The shop launched in the mid-1980s as Rowntree & Co., specializing in graphic design, and was later known as Rowntree 3D, emphasizing its prowess with animation and interactive assignments. Of late, it has increased its efforts in the commercial and creative film production niche and rebranded itself Fiction.
“The trend is toward media convergence and designers now have the opportunity to express themselves and communicate with a bunch of different media,” said Fiction president and founder Mark Rowntree, adding that the firm selected the name Fiction to depict itself as storytellers.
The firm strives for a “very sophisticated, European flavor that is definitely not Boston and not New York,” said Kapil Kachru, a copywriter at...