Datawords Group rebrands corporate operations under 87seconds name

The Datawords Group has rebranded itself as 87seconds, marking a significant shift in its corporate identity. Established 27 years ago, the group has been instrumental in assisting leading brands across the globe in crafting, implementing, and managing their content on an international scale. This transformation is not merely a change in name but a reflection of the company's overarching ambition and global reach.

The number 87 carries cultural significance across different regions. In many Asian cultures, the number 8 symbolizes prosperity, success, and forward momentum, while the number 7 in the West represents luck, achievement, and success. By combining these two numbers, the new name embodies a global vision to help brands succeed everywhere, respecting every culture.

Moreover, the name '87seconds' symbolizes the challenge brands face today in capturing and retaining audience attention. This name emphasizes the group's commitment to creating content and experiences that transcend mere visibility, aiming to engage audiences deeply within those crucial few seconds and beyond.

Under this new identity, 87seconds has divided its operations into three primary areas: CREATE, DEPLOY, and MANAGE. CREATE encompasses the expertise of 87seconds Creative and Switching-Time, focusing on content creation, production, and amplification. DEPLOY, which includes Datawords and Wezen, deals with the orchestration, management, and governance of content globally.

MANAGE brings together Vanksen and Whatsquare, concentrating on visibility, monitoring, digital performance, and conversational experiences. These divisions ensure that the group's operations are more streamlined and comprehensible, without altering the essence of its agencies.

Despite the rebranding, the individual entities such as 87seconds Creative, Switching-Time, Datawords, Wezen, Vanksen, and Whatsquare retain their separate identities, retaining their respective expertise, teams, and organizational structures. This ensures continuity for existing clients and partners, allowing them to continue benefiting from the group's extensive experience and capabilities.

Alexandre Crazover, CEO and Co-Founder of the group, highlighted that this rebranding doesn't signify a shift in the company's image but rather a confirmation of its evolution over 27 years of dedicated service. The name '87seconds' encapsulates the group's 27-year journey, its cultural and business convictions, and its mission to bridge East and West, connecting brands with audiences worldwide.

Established in 2010, 87seconds Creative is the creative arm of the group, comprising over 100 creative professionals dedicated to crafting campaign content across all channels, from TV to digital, social media, and beyond. This division emphasizes the speed, intelligence, and scale at which the group operates, ensuring brands' messages resonate effectively across diverse global markets.