87seconds: A New Chapter for a Global Content Leader
HONG KONG SAR – September 29, 2026 – The Datawords Group has officially changed its name to 87seconds, marking a fresh era for the company. For nearly three decades, this group has been instrumental in helping top brands across the globe create, manage, and share their content. They have always blended human skills with their unique technology and artificial intelligence to achieve this mission.
The Significance of 87seconds
The new name, 87seconds, holds meaning beyond its digits. It’s a reflection of both cultural beliefs and business aspirations. In many Asian cultures, the number 8 signifies prosperity and progress, while the number 7 is often linked to luck and achievement in the West. Together, these numbers symbolize a commitment to uniting various cultures and viewpoints to help brands flourish while respecting local traditions.
Additionally, 87 seconds captures the essence of our fast-paced world, highlighting the challenge of grabbing attention. In today’s digital landscape, brands must create content that not only draws viewers in but also keeps them engaged. The goal is to transform quick interactions into meaningful connections.
This name change echoes the company’s long-standing belief that “Everyone Matters.” Every culture, market, and audience is important, as is every moment spent reaching them.
A Clearer Organizational Structure
With this rebranding, 87seconds is simplifying its operations into three main areas of expertise, which will make their services more understandable while preserving the unique identities of each of their agencies:
- CREATE: Focuses on content development and production through 87seconds Creative and Switching-Time.
- DEPLOY: Centers on managing and distributing content internationally, featuring Datawords and Wezen.
- MANAGE: Encompasses digital performance and brand visibility, combining the strengths of Vanksen and Whatsquare.
All the brands under this umbrella—87seconds Creative, Switching-Time, Datawords, Wezen, Vanksen, and Whatsquare—will maintain their identities and teams.
A Message from Leadership
“We didn’t change our name to change our image. We changed our name because we have changed,” said Alexandre Crazover, CEO and Co-Founder of the Group. “87seconds reflects 27 years of hard work, culture, and principles, finally represented by a name that embodies it all.”
About 87seconds
Dedicated to connecting brands with diverse audiences, 87seconds values the individuality of every person and recognizes the importance of local culture. By combining both artificial and human intelligence, the group designs and manages visual, audio, and written content quickly and effectively, ensuring that messages resonate across various platforms, from websites and e-commerce to TV and physical stores.
For 27 years, 87seconds has gained the trust of major global companies, such as Coty, L’Oréal, LVMH, and Michelin, empowering them to enhance their international presence with the support of over 1,000 dedicated experts working around the clock.
Introducing 87seconds Creative
Within this rebranding, 87seconds also introduces 87seconds Creative, the creative arm of the group. Established in 2010, it consists of over 100 innovative creators who specialize in designing and executing campaign content across all media, including TV, digital, social media, and events. Their integrated approach ensures that impactful ideas emerge from the intersection of trends and culture from the very beginning.
Key Clients include well-known names like Henkel, L’Oréal, Darty, and Carrefour, amongst others.
In summary, the transformation from Datawords to 87seconds signifies not just a new name, but a renewed commitment to excellence in creating meaningful connections in an ever-evolving landscape.
