Charly Norton Named Partner at Bergmann Zwerdling Direct

Award-Winning National Democratic Strategy Firm Becomes Bergmann Zwerdling Norton Direct (BZND)

Chevy Chase, MD – Longtime Democratic strategist Charly Norton has been named Partner at Bergmann Zwerdling Direct, well-known in Democratic campaign circles as BZD.  The firm, which is recognized for its hands-on strategic approach, effective creative product, and big wins, and has won more direct mail Pollie Awards from the American Association of Political Consultants (AAPC) than any other firm since its founding in 2013, will rebrand as BZND.  

Charly Norton has been an executive at the firm since 2019, assisting with and leading dozens of winning campaigns for statewide, congressional, legislative, and local races along with Labor Unions and independent expenditures.  She was recognized by the AAPC as a top strategist and named to their prestigious 40 under 40 list in 2021.  

“We are excited for Charly to be part of the firm’s leadership team,” said founding partner Achim Bergmann. “For the past seven years, she has been an integral part of the firm’s success and the success of our clients.  And she has brought value to our clients well beyond compelling direct communications, including using her communications background to prep clients for interviews and get several of our clients on cable TV news programs.”

"Charly combines sharp strategic thinking with creativity,” said founding partner Alex Zwerdling. “She is a tremendous asset to her clients and a true leader on our team.  She has helped shape our firm's success, and we are thrilled to recognize her contributions."

Based in Metro Detroit, Charly has more than 15 years’ experience leading communications programs in the private sector and for campaigns at every level of the ballot.  She served on Rahm Emanuel’s campaign for Chicago mayor, President Obama’s re-election, led communications on a top targeted Kentucky U.S. Senate race and one of the most expensive ballot measures in California state history, and managed the progressive 501c4 Florida Strong that helped win legislative seats.  For the past seven years Norton has led direct mail and digital advertising programs for candidates at all levels of the ballots in several states.  In 2025, she was the lead direct mail consultant for Mary Sheffield’s barrier-breaking Detroit mayoral victory, and her work has helped candidates win congressional and state legislative victories across the country. 

“It is such a pleasure working alongside one of the most driven and talented teams in the industry, and I am so grateful for Achim and Alex’s trust,” said Charly. “I know our best work is still ahead as we enter this exciting next chapter and continue to deliver big wins on behalf of our clients.”   

BZD will be rebranded as Bergmann Zwerdling Norton Direct (BZND).  The firm was founded in 2013 by two former organizational staffers and campaign managers – Achim Bergmann and Alex Zwerdling – to be the kind of firm they wanted to hire when they were managing multi million dollar campaigns. Over the past 13 years, the firm has helped hundreds of candidates win, including electing over 30 Democratic members of Congress.  During that time, the firm has also won more Pollie Awards than any other direct mail firm, including top overall awards for Governor, U.S. Senate, U.S. House, and state legislative campaigns as well as multiple awards for the top overall mail program.

BZD Wins 15 Pollie Awards!

After helping Virginia Democrats steamroll to a huge majority in the House of Delegates and winning key dozens of county and city races – including Minneapolis Mayor Jacob Frey and Pittsburgh Mayor Corey O’Connor – BZD took home 15 Pollie Awards at the annual American Association of Political Consultants conference for our work in 2025.

This is the 7th time in the past 10 years in which BZD’s creative won the most direct mail Pollie Awards of any firm – Democrat or Republican.  

Take a look at the winners, all of them difference-makers in key races:

We are honored to have won the most direct mail Pollie Awards since we opened our doors in 2013, but the most important thing is WINNING CAMPAIGNS and we’ve won over 1000 in that time.  

We’re grateful for our clients and the campaign staff and teams who collaborated with us on each piece of mail we created.  

Now it is on to winning primaries for quality candidates and helping Democrats take back Congress and win key state legislatures in November.  

If you want help winning, we’re ready to go while we still have capacity.  Reach out.

- The BZD Team: Achim, Alex, Amanda, Ben, Brendan, Charly, Christopher, Clarissa, Crystal, Ella, Hannah L., Hannah Z., Jasmine, Katie, Kristi, Michele, Natalie, and Ryan

BZD Welcomes New Team Members!

BZD is ramping up as we head into the summer primaries.  We are excited to welcome back some team members who spent 2024 with us and welcome some new team members as well.

Returning Team Members

Kristi Matsudaira-Yee,
Strategist

Los Angeles, CA-based

Has had a pet from each main animal group

Plays the New York Times Mini games every day

Her favorite U.S. Presidents are Jimmy Carter and Abraham Lincoln

Hannah Zinker,
Campaign Associate

Washington, DC-based

Enjoys freelance makeup artistry

Her Golden Retriever’s name is Zandy Zebra

Is an identical twin

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New Team Members

Crystal Kay Perkins,
Strategist

Austin, TX-based

Her French Bulldogs are named Miss Brisket and Roy Kent

Loves cooking and raccoons, but not cooking raccoons

Also a twin!

Ella Ryan,
Campaign Associate

Washington, DC-based

Has a 19-year-old cat, a 15-year-old dog, and a 10-year-old fish

Huge NBA fan

Enjoys baking but hates cooking

Jasmine Sehgal,
Campaign Associate

Washington, DC-based

Her cats are named Peach and Daisy

Volunteers at a local animal sanctuary

Loves baking AND cooking

And we are proud to have one of our senior designers, Amanda Underwood, take over as Design Department Manager.

These amazing women join the rest of our outstanding team as we work to win Democratic primaries, help retake the majority in Congress, and protect and win majorities in several state legislatures. 

You can read more about our full team HERE.  

BZD Wins 11 Pollie Awards!

Last week was a big one for the BZD team and our clients. After our clean sweep in Pennsylvania – helping win county executive, mayoral, and local races, including some major upsets – BZD took home 11 Pollie Awards at the annual American Association of Political Consultants conference. 

This marks the 5th consecutive even-year cycle in which BZD’s creative won over 10 Pollies and the most awards of any firm – Democrat or Republican – in the direct mail categories. 

We were honored to win two overall awards in the Best Direct Mail Campaign category, including our work for Derek Tran’s upset win in CA-45, and Gold Awards in four categories, including our favorite – Best Use of Humor.  

Take a look at the winners:

Click here to see full PDFs for each winner.

Since we opened our doors in 2013, BZD has won the most direct mail Pollie Awards because we develop creative that stands out and makes a difference so we help people WIN. 

We do that by staying small and nimble, giving our clients experienced strategic attention, and creating mail tailored for our targeted voters that people pay attention to and share. 

We are grateful for our clients and the campaign staff and teams who collaborated with us on each piece of mail we created. 

Now, let’s focus on winning in Virginia and elsewhere this year and taking back Congress and state legislatures in 2026. 

Let us know how we can help you win. 

- The BZD Team: Achim, Alex, Ben, Brendan, Celina, Charly, Christopher, Clarissa, Hannah, Katie, Michele, Natalie, and Ryan

A Keystone State sweep

Last Tuesday was a big day with primary elections taking place in Pennsylvania, and for BZD clients, it was a clean sweep out west.

PITTSBURGH MAYOR

In one of the night’s most closely-watched races, we were honored to be part of Corey O’Connor’s winning team. Corey defeated the incumbent mayor of Pittsburgh by focusing on what it takes to run a city: building housing that’s affordable, fixing roads and bridges, and smart financial management. We were proud to help tell his story.

ERIE MAYOR

Further north in Erie, BZD client Daria Devlin successfully ousted a two-term incumbent to secure the nomination for Erie Mayor in what local media called a “stunner.” Daria is a compelling candidate who ran a strong campaign calling for change and a new generation of leadership.

ERIE COUNTY EXECUTIVE

Another big win and upset came in Erie County as small business owner Christina Vogel came out on top in the Democratic primary for Erie County Executive. Christina won by focusing on results and bringing people together, a stark contrast to the current Republican incumbent Brenton Davis. She will face him in the fall in what will be a closely watched election in Pennsylvania.

Other campaigns supported by BZD scored big wins, including Mark Stanziola for Lehigh County Court of Common Pleas, La Tasha Williams and Katy Kennedy McShane for Dauphin County Court of Common Pleas, and Tina L. Nixon for Dauphin County Clerk of Courts.

We’d also like to congratulate our client Joshua Siegel for officially moving onto the general election as the Democratic nominee for Lehigh County Executive. Josh ran unopposed and has built a powerful operation to take on MAGA Republican Roger MacLean in the general election.
 

Thank you to all of our friends and colleagues for your support and collaboration.
 

As we set our sights on the important work ahead, our team is more committed than ever to protect and build upon this incredible progress. Visit www.BergmannZwerdling.com to learn more and reach out if we can help.

– Team BZD

Achim, Alex, Ben, Brendan, Celina, Charly, Christopher, Clarissa, Hannah, Katie, Michele, Natalie, and Ryan

Meet the Team: Christopher Mattox

Christopher Mattox

Art Director

Where are you based?

Silver Spring, Maryland

Can you tell us a little about your background and what inspired you to work in politics?

My background is in the performing arts so in some ways working in politics is a perfect fit. That said my working in politics is completely accidental. A happy accident that has to do with Achim being curious about a piece of graphic design that I did many years ago. His pausing over that piece and asking me about it resulted in my long, happy stay with the BZD. Over the years, though, I somehow feel more involved in politics even though I'm only a graphic designer.

What does a typical day look like for you?

Design. Edit. Design. Edit. Design. Edit. If you don't enjoy revisions this is not the place for you. But some argue that there is art in the enjoyment of revision. I think that's probably true.

What are some of your hobbies or interests outside of work?

I have a sixteen-year-old son who plays travel soccer. After driving him hither and yon I tend to curl up with a movie from the Criterion Channel. Or a book. Currently reading the wonderful book by George Saunders A Swim in a Pond in the Rain.

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

I've won tons of Pollie Awards, or the company has, but at the end of the day the pride is in getting Democrats elected.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Do it for the right reasons.

What movie never fails to make you cry?

A total sobfest for me is Cinema Paradiso. But more recently Interstellar. Muffled sobs sitting next to my son. It's never good when you kid asks you: "you ok?" hahaha

Meet the Team: Natalie Reyes

Natalie Reyes

Senior Strategist

Where are you based?

Los Angeles, CA

Can you tell us a little about your background and what inspired you to work in politics?

Like many of our clients, I was proudly raised in a union household. My dad, a high school teacher, and my mom, a hospital worker, instilled in me the importance of voting, making your voice heard, and staying involved in the community. And my grandmother, a second-generation Mexican American who witnessed the civil rights movement, always reminded me during every election that people have fought and died for the right to vote.

When I turned 18, I remember being so excited to vote for the first time that I thought to myself, “How else can I make a difference?” Back then, I lived in a red-to-blue congressional district and I was in my first year of college, so I decided what better way than to volunteer by knocking on doors and phone banking for the Democratic candidate.

As a field organizer, I began getting my feet wet in the local political scene and worked my way up to become a field director and campaign manager for several local and state campaigns. At BZD, I continue to utilize my passion for voter turnout by focusing on strategy, messaging, and persuasion through direct mail.

What does a typical day look like for you?

Generally, I begin my morning by checking emails and messages, reading newsletters, and putting together a list of items I need to prioritize. Some of these items include compiling data and research for competitive districts, analyzing election results, writing press releases, helping clients craft their message, organizing photoshoots, drafting content for unique and creative mail pieces, and so much more. In the midst of this, I spend time on calls with clients and their teams, and I schedule meetings to pitch potential clients and grow our network.

What are some of your hobbies or interests outside of work?

In my free time, I like to go to comedy shows and concerts, and I enjoy a good game of pickleball with friends. I’m also a big fan of true crime and cheesy reality TV.

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

At the 2023 Pollie Awards hosted by the AAPC (American Association of Political Consulting), our firm won an award for a mail piece that I wrote and helped design. As a woman of color, I know what it’s like to undergo the phenomenon known as “imposter syndrome,” although I’ve worked on dozens of winning campaigns and I have a decade worth of campaign experience. So, to be recognized for my work by colleagues who I deeply respect and to win my first Pollie was a huge honor that filled me with incredible pride.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Volunteer on a campaign or intern for your local legislator! Make as many friends as possible and look for someone who can mentor you. Get to know all the different aspects of running for office and all the roles that support a successful campaign, whether it's organizing, fundraising, media, or mail. And think of yourself as a sponge — be ready to learn and absorb as much information as possible.

What movie never fails to make you cry?

I try not to watch movies that make me cry. That being said, I grew up with three brothers and I recently watched The Iron Claw without knowing much about the story beforehand. Ended up profusely sobbing.

Meet the Team: Brendan Welch

Brendan Welch

Senior Strategist & Pennsylvania Director

Where are you based?

Philadelphia, PA

Can you tell us a little about your background and what inspired you to work in politics?

My grandpa was a union railroad worker who was a passionate supporter of JFK — the first Catholic president. He passed his strong Democratic values on to my mom, and then to me.

I actually moved to Los Angeles to start a career in Hollywood after finishing college, but quickly realized that wasn't a good fit for me. I saw politics was a perfect place for me to use my love of writing and communication to make a difference. I was just getting my career on Capitol Hill off the ground when Donald Trump won the 2016 election, which hit like a truck and motivated me to switch from government to campaign work.

Since then, I haven’t looked back!

What does a typical day look like for you?

It usually starts with a morning workout. After that, it's different every day -- it will be some combination of meetings with clients and their campaign teams, traveling to meet folks who are considering a run for office, or working alongside our design team to write and conceptualize mailers. The best part about this job is the combination of creativity and strategic thinking. You're always on your toes!

What are some of your hobbies or interests outside of work?

I’m a life-long, die-hard fan of the Kansas City Chiefs - so yes, I am currently living a charmed life, but I still remember the darker days before Mahomes. I’m also a regular at 76ers and Phillies games here in my adopted hometown. I'm a recent convert to K-Pop music and now go to concerts every year. Listen to Red Velvet!

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

Serving as the Communications Director for the Pennsylvania Democratic Party during the 2020 cycle was the adventure of a lifetime. I was able to lead a team of creative, hardworking colleagues to drive the negative message against President Trump across the state.

Weathering a drawn-out primary, a pandemic, and a sea of disinformation and frivolous lawsuits from the Trump campaign was challenging and thrilling - and celebrating President Biden's victory on the streets of Philadelphia is something I'll never forget.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Leaving the DC bubble is the best thing I ever did. When you go from being one of thousands of political staffers and operatives in DC to one of dozens in your state or community, you realize how much more gratifying and impactful your work is at the state and local level. Every state, city, and town needs talented people doing the work on the ground!

What movie never fails to make you cry?

Mad Max: Fury Road. No, I'm not joking.

Meet the Team: Charly Norton

Charly Norton

Senior Vice President

Where are you based?

Detroit, MI

Can you tell us a little about your background and what inspired you to work in politics?

Growing up, current events and the news were always discussed around my family’s dinner table. And then when I was eight years old, I had my first real foray into politics when my mom and grandparents took me to a presidential campaign rally. I was instantly hooked and started getting increasingly engaged through middle school and high school – debating in the classroom about issues of the day (I was only asked to leave class twice!) and volunteering on campaigns.

Going into college, I knew that I wanted to work in politics, so immediately started pursuing internships and everything I could to gain experience. My first internship was in the DC office of U.S. Senator Stabenow, and I loved that I could have a real positive impact and work closely with incredible people who were delivering on behalf of my home state.

What does a typical day look like for you?

For me, each morning starts with a strong cup of coffee before I start reading the daily tipsheets and national/regional news where I’m involved in races. Doing so helps ensure I’m up to speed on what’s going on where. The workday tends to be packed with client meetings, calls, and photoshoots; developing campaign messaging and communication plans; concepting and writing pieces; and working through the ever-growing to-do list. As a single mom, I really try to make the most of my early mornings (and late evenings) to get through the items that call for undivided focus and attention.

What are some of your hobbies or interests outside of work?

Outside of work, I enjoy going on long nature walks, yoga, watercolor painting, and working in my garden. Last year, I also started roller derby, which is a great outlet –physically and emotionally– so I highly recommend everyone find their thing!

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

Following the overturning of Roe v. Wade, I had the opportunity to work with the Vermont Reproductive Liberty Campaign and successfully codified abortion rights in their state constitution. It was an exceptionally well-run coalition program, so it was a highlight playing a role on that team and empowering to see other states follow suit with their own ballot measures.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

The best place to start is volunteering on a race in your community. Regardless of level on the ballot, doing so is a great opportunity to get your foot in the door and try different roles to see what you like about the work (and what you don’t). Showing up and being willing to work hard? Half the battle.

Campaigns and campaign-adjacent roles are typically all-consuming, so it’s important that people also prioritize well-being. It’s so easy to put everything off until after the election –whether it’s a visit to the doctor or seeing a family member– and for the sake of avoiding burnout, I encourage people to be intentional about how they engage. Checking social media and doomscrolling 30 times a day isn’t sustainable. Finding balance is easier said than done, but it’s possible for those who put in the work to make it reality.

What movie never fails to make you cry?

Homeward Bound – I just cannot do sad animal movies.

Meet the Team: Hanna Bouten

Hanna Bouten

Campaign Strategist

Where are you based?

Columbus, OH

Can you tell us a little about your background and what inspired you to work in politics?

I grew up in a family of Democrats who were politically informed and politically active. My parents always voted, they hosted a fundraiser for John Kerry in 2004 and Hillary Clinton in 2008, and in 2020 my mom had a “Biden” themed Christmas tree (aviator sunglasses and Biden signs on a bright silver tree. The blue really popped!). I became especially interested in working in politics after the 2016 election. I was in college at the time, and I remember campus feeling like a ghost town the day after the election. I felt how deeply impactful the election was and I wanted to get more involved with politics. I started out interning at a lobbying firm after college, where I watched many hours of congressional hearings and learned how our federal government functioned day-to-day, and then switched over to the campaign side to help get good people elected to those positions.

What does a typical day look like for you?

I get up and hang out with my cat for about an hour before work, have a cup of coffee outside if it’s nice, and log onto my computer. I check all my emails and messages, write out a to do list for the day, and get started! I usually spend the day working on targeting, drafting mail plans, writing mail pieces, and on calls with clients. Each day is a little bit different, which is something I love about campaign politics!

What are some of your hobbies or interests outside of work?

I love to swing dance, crochet, cook, hang out with my cat, Bluto, and facetime my six-month old nephew (even if he can’t hold the phone on his own just yet).

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

A year ago I earned a Master’s degree in Religion, Politics, and Governance from the University of Leiden. I had the wonderful opportunity to live in the Netherlands for two years and study with people from various cultural backgrounds who helped me step away from an American-centric view of politics and religion. I had the opportunity to perform research on women’s autonomy and freedom of choice (not specifically related to reproductive rights) within the context of religious belief, social opinion, and government involvement. This gave me a broader understanding of U.S. political history and government involvement in both the practice of religion and women’s freedom. After completing my studies I’m glad to be back in campaign politics trying to elect more women to office!

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Have a good answer for why you want to work in politics. Talk to as many people as you can who work in politics or in a political-adjacent field. If you’re interested in campaigns, apply for an organizing job or volunteer if you’re able. Any campaign would be happy to have more people knocking doors!

What movie never fails to make you cry?

Interstellar - the last scene with his daughter gets me every time.