Rob Wheeler, the former CMO of GroupM, has unveiled his new media venture At The Moment (ATM), which aims to explore the intersection of advertising, technology, and media. This start-up will prioritize video content and offer a collaborative platform rather than engaging in traditional journalism. With plans for four video franchises, ATM seeks to spotlight industry trends and successes while providing a space for thought leadership among industry experts. The move aligns with a broader trend of media start-ups founded on entrepreneurial expertise and collaborative content creation.
"I wanted to make something whose content is interesting but that is also collaborative with companies," Wheeler said. "I think people will be able to learn from this, and I think we can help champion the successes of the industry."
Unlike traditional journalism, ATM will not aim to break stories or push for accountability; instead, it offers a thought leadership platform for industry experts to share their perspectives and analyses.
The venture mirrors the broader trend of solo entrepreneurship that is reshaping the news media landscape.
ATM will prioritize video content, initiating four different franchises to cover various aspects of the advertising industry through interviews and discussions.
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