Among the many broad assortment of data retailers masking the pink carpet at Disney’s latest upfront showcase was a decidedly non-traditional one: At The Second Media.

At The Second isn’t a information group, but it surely does talk details, significantly concerning the data, advertising and marketing and media sectors. The brand new firm hopes to assist executives and corporations inform their tales by means of video and it was just lately based by Robert Wheeler, most just lately the chief advertising and marketing officer for the North American operations of WPP’s massive GroupM media-buying division.

“Any sort of firm’s communication plan entails speaking to the business by means of journalists, in addition to creating your individual advertising and marketing marketing campaign and your individual channels that the company owns and runs,” says Wheeler. “I at all times felt that there was a lane for a third-party platform to accomplice with you and inform your story” Counting on conventional journalism retailers, he says, can typically be “unpredictable” as a result of “you don’t at all times know if you will get your precise message throughout.”

Wheeler, who just lately left GroupM to begin the enterprise, launches as extra corporations are all for mastering the artwork of speaking through brief movies to an viewers that’s more and more utilizing cell units to entry information and data. And in additional instances, they’re doing so utilizing influencers.

At The Second, he says, has a reputation he hope evokes immediacy and enjoyable.

He intends to assist executives and corporations speak about “the enterprise of themselves, how they inform their tales, how they see their viewers and the way they need to talk.” He hopes to do the identical for journalists and influencers as effectively, he says.

Wheeler has seen many elements of the media and promoting sectors. He obtained his begin as an NBC web page, and moved from that entry-level position to working for NBCUniversal in varied public relations and communications roles, together with as a consultant for Bravo, Oxygen and iVillage, an early digital platform. He would go on to work for AT&T and former TiVo government Tom Rogers earlier than making his method to Xandr, an ad-tech subsidiary that AT&T tapped when it bought the previous belongings of Time Warner, and, subsequently, GroupM.

With media persevering with to fragment, Wheeler thinks corporations will have the ability to make use of his new enterprise to inform their tales in definitive methods throughout varied retailers. He hopes he can function a brand new approach to “inform distinctive tales” round “the enterprise of promoting, leisure, expertise and media.”