The Datawords Group has announced that it is changing its name to 87seconds. For the past 27 years, the group has supported the world’s leading brands in creating, launching and managing their content on an international scale, combining human expertise, proprietary technologies and artificial intelligence. Today, it is adopting a name that reflects this ambition.
87. And everything those two digits tell us
about the world
87seconds is not a name chosen at random. It is imbued with both a cultural conviction and a strong business ambition.
In many Asian cultures, the number 8 symbolises prosperity, success and progress towards the future. In the West, the number 7 is associated with good luck, fulfilment and success. Together, 8 and 7 bring two continents and two world views together with a shared ambition: to enable brands to succeed everywhere whilst respecting each culture. They reflect what the group has always been: a bridge between East and West, between markets, cultures and audiences.
87seconds also references a length of time that says everything there is to know about the challenge brands face in capturing consumers’ attention today. Choosing this name reflects an ambition to go beyond those few seconds to create content and experiences that make people want to stop, explore, look, interact and remember. It is no longer just a question of being visible, but of being worthy of more time and attention. Of turning a fleeting encounter into an emotional experience and an interaction into a lasting connection.
This name reflects the group’s founding principle: everyone matters. Every culture, every market, every audience and every platform matters. And so does every second it takes to reach them.
Create, Deploy, Manage:
a three-pillar framework
Along with this rebranding, the 87seconds Group is clarifying its organisational structure, centring it on three key complementary areas of expertise to make its offering more transparent whilst maintaining the identity and autonomy of its agencies:
CREATE
draws on the expertise of the 87seconds Creative and Switching-Time agencies for content creation, production and amplification;
DEPLOY
brings together Datawords and Wezen to focus on the orchestration, management and governance of content on an international scale;
MANAGE
unites Vanksen and Whatsquare to focus on visibility, monitoring, digital performance and conversational experiences.
The brands 87seconds Creative, Switching-Time, Datawords, Wezen, Vanksen and Whatsquare will continue to operate under their respective identities, with their areas of expertise, teams and organisational structures remaining unchanged.
We didn’t change our name to change our image. We’ve changed our name because we’ve changed. The 87seconds Group is the culmination of 27 years of hard work, culture and conviction, and finally it has a name that does it all justice.
Alexandre Crazover,
CEO and co-founder of the group