“The success of ATTN’s mannequin runs parallel with the expansion in YouTube creators, influencers and boutique media shops,” Matheson mentioned. “These corporations and people have latched on to the TikTokization of content material, the place bite-sized content material syndicated throughout short-form video platforms is driving superior buyer engagement, however requires the next quantity.”
As an illustration, in a spot for Google Chrome, ATTN: created a brief video that concerned the rappers Lil Yachty and Busta Rhymes, in addition to F1 driver Lando Norris, to spotlight the velocity of the browser. In one other undertaking, the inventive store helped launch TikTok for Good, then grew their transient to ultimately embody aiding the platform with advertising and marketing, communications and storytelling, in line with Segal.
Whereas its background as a writer brings it sure benefits, ATTN: has made it a degree to usher in workers from a wide range of industries to diversify its perspective.
Latest new hires, together with managing director Kristen King and senior vice chairman of operations Cindy Vanegas-Gesuale, come from a mixture of impartial companies, established companies, publishers and creator backgrounds, in line with Crouthers.
Diversifying the ATTN: enterprise
In some ways, ATTN: appropriately anticipated a number of of the directional developments which have since come to dominate the digital world, together with short-form video, creator-centric content material and IP extensions.
To diversify its enterprise, the writer is now doubling down on a few of these codecs whereas working to domesticate new traces of income.
As an illustration, ATTN: has been producing authentic video collection since 2017, in addition to adapting short-form ideas into bigger tasks. However with demand for digital and streaming video on the rise—and its 2022 acquisition by manufacturing firm Candle Media—ATTN: plans to provide extra bold, long-form video tasks within the close to future, in line with Segal.
In Could, a social media collection ATTN: created with actress Zooey Deschanel, referred to as What Am I Consuming?, was picked up by Max, the streaming service from Warner Bros. Discovery. It has additionally developed topical movies, corresponding to episodes on vaccines and voting, and bought them to networks together with CBS, NBC and ABC as specials.
Moreover, its fluency on the earth of influencer advertising and marketing has led ATTN: to supply creator casting, leveraging its relationships with social media figures to assist manufacturers in search of companions.
“We see this as the start,” Crouthers mentioned. “ATTN: remains to be a startup in our minds, and we’re not resting on our laurels.”
