The Datawords Group Rebranded as 87seconds
The firm unified its operations under a new identity after 27 years of international business.
Updated on Sept. 30, 2026 in Business Strategy
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The Datawords Group has officially changed its corporate name to 87seconds following its 27-year operational history. The group simultaneously reorganized its internal structure into three distinct functional divisions.
Why it matters
The rebrand signifies the company's evolution and aims to harmonize its global presence by combining symbolic cultural meanings for its new namesake numbers. This move reflects the group's ongoing strategy to integrate its wide-reaching international operations.
The firm manages a network of 1,000 in-house experts operating across 160 distinct cultures. This transition concludes 27 years of operations under the previous corporate title.
The players
87seconds
Formerly known as The Datawords Group, this international firm provides digital and cultural services to brands globally.
The details
The reorganization consolidates the group's internal agency brands, including Switching-Time, Datawords, Wezen, Vanksen, and Whatsquare, into Create, Deploy, and Manage pillars. While the group adopts the 87seconds name, all individual agency brands will maintain their own identities and independent operations.
Timeline
The original Datawords group was founded in 1999.
The 87seconds Creative agency was established in 2010.
The company announced the name change on September 29, 2026.
Market Landscape
This reorganization aligns with the industry-wide trend of consolidating fragmented marketing agency networks under a unified holding identity. By clustering services into core pillars, the group positions itself to compete more effectively against larger, integrated global marketing firms.
Clients currently working with the group's subsidiary agencies will experience no changes to their existing service agreements. The reorganization focuses on internal operational structure rather than external pricing or customer-facing account management.
The takeaway
Rebranding often serves as a strategic marker for companies looking to simplify their public image after decades of expansion. Businesses navigating such transitions must balance the need for organizational cohesion with the risk of diluting established brand equity among their clients.
Further reading
For more on industry consolidation, visit the Business Strategy section.
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