Robert Wheeler — longtime communications leader at WarnerMedia, AT&T/Xandr, and GroupM — shares why he left the corporate world to build At the Moment Media (ATM), a people-first, video-led publication spotlighting personalities across advertising, technology, and media.
He walks through how the brand came to life — from the black-and-white design and animated “M” mascot to its 5–6 minute storytelling format and short-form social clips. Robert also opens up about startup lessons, the state of modern comms, and how ATM plans to cover cultural business moments like the Latin GRAMMYs and BravoCon.
Key Highlights
🚀 Why he jumped – Robert left senior comms roles at WarnerMedia, AT&T/Xandr, and GroupM to launch At the Moment Media (ATM), aiming to humanize B2B storytelling.
🎥 Format that works – Core videos run 5–6 minutes each, repurposed into 15–30-second social cuts designed for engagement and discoverability.
🎨 Brand design – A black-and-white aesthetic lets guests provide the color; the animated “M” mascot adds warmth and identity to the platform.
🗣️ Rethinking B2B – Robert urges the industry to drop jargon and speak like humans, applying the same clarity and creativity used in consumer ads.
📣 The PR truth – “Your comms team can’t fix a bad story.” Great coverage comes from authentic ideas and honest narratives, not spin.
🌎 Culture meets commerce – ATM spotlights the business side of cultural events like the Latin GRAMMYs and BravoCon — moments that blend fandom, influence, and brand dollars.
⚠️ Crisis lessons – From 2020’s triple-whammy week (CEO exit, major deal, COVID shutdown) to WarnerMedia’s Project Popcorn, Robert shares how to stay steady under fire.
📈 Startup execution – Early success driven by global editors, social-first distribution, and sponsor partnerships proving the model works.
Resources & Next Steps
🔗 Follow Robert Wheeler on LinkedIn
🌐 Explore ATM Media
🎧Subscribe to Next in Media on Apple Podcasts
YouTube Chapter Timestamps
00:00 Why leave big media to start ATM
01:02 Episode setup and who Robert is
01:32 Meet Robert Wheeler and ATM’s mission
02:26 From WPP/Warner to taking the plunge
05:30 Press pressure and changing journalism
07:06 What is ATM and what it’s becoming
10:14 Naming ATM and the brand spark
11:18 Black-and-white look and the “M” mascot
13:31 People-first POV vs old trade vibes
15:27 Comfort unlocks better on-camera stories
16:26 How to launch a media brand in 2025
17:33 Format: 5–6 minute features plus social cuts
18:56 B2B that talks like B2C
22:40 Covering culture: Latin GRAMMYs and BravoCon
25:05 What comms can and cannot fix
27:14 Managing teams and why he still loves comms
28:05 Crisis week 2020: CEO exit, mega deal, COVID
30:04 Project Popcorn and more war stories
31:35 Wrap-up and calls to action
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