“The success of ATTN’s model runs parallel with the growth in YouTube creators, influencers and boutique media outlets,” Matheson said. “These companies and individuals have latched on to the TikTokization of content, where bite-sized content syndicated across short-form video platforms is driving superior customer engagement, but requires a higher volume.”

For instance, in a spot for Google Chrome, ATTN: created a short video that involved the rappers Lil Yachty and Busta Rhymes, as well as F1 driver Lando Norris, to highlight the speed of the browser. In another project, the creative shop helped launch TikTok for Good, then grew their brief to eventually include assisting the platform with marketing, communications and storytelling, according to Segal.

While its background as a publisher brings it certain advantages, ATTN: has made it a point to bring in staff from a variety of industries to diversify its perspective. 

Recent new hires, including managing director Kristen King and senior vice president of operations Cindy Vanegas-Gesuale, come from a mix of independent agencies, established firms, publishers and creator backgrounds, according to Crouthers. 

Diversifying the ATTN: business

In many ways, ATTN: correctly anticipated several of the directional trends that have since come to dominate the digital world, including short-form video, creator-centric content and IP extensions.

To diversify its business, the publisher is now doubling down on some of those formats while working to cultivate new lines of revenue. 

For instance, ATTN: has been producing original video series since 2017, as well as adapting short-form concepts into larger projects. But with demand for digital and streaming video on the rise—and its 2022 acquisition by production company Candle Media—ATTN: plans to produce more ambitious, long-form video projects in the near future, according to Segal.

In May, a social media series ATTN: created with actress Zooey Deschanel, called What Am I Eating?, was picked up by Max, the streaming service from Warner Bros. Discovery. It has also developed topical videos, such as episodes on vaccines and voting, and sold them to networks including CBS, NBC and ABC as specials. 

Additionally, its fluency in the world of influencer marketing has led ATTN: to offer creator casting, leveraging its relationships with social media figures to help brands looking for partners.

“We see this as the beginning,” Crouthers said. “ATTN: is still a startup in our minds, and we are not resting on our laurels.”