Crisis Stories from Big Media

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