Next in Media Meet the People Magazine of the Ad World
Nov 4, 2025
Robert Wheeler, Founder and CEO of At The Moment Media, discusses his bold move from corporate communications at major companies to launching a people-centric publication in advertising. He explains the importance of humanizing B2B storytelling and how his brand focuses on short, engaging videos. Robert shares insights on embracing authentic narratives over jargon and highlights plans to cover cultural events like the Latin GRAMMYs. He emphasizes that a good story can't be fixed by PR spin, advocating for clarity and creativity in communication.
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People-Centered Media Strategy
- Robert Wheeler created ATM to make people the center of B2B storytelling and let guests provide the color, using a black-and-white brand to spotlight personalities.
- He positioned ATM as the People/Us Weekly of advertising, tech, and media to humanize industry figures and moments.
How The Name 'ATM' Was Born
- The name 'ATM' came from multiple alignments: 'At The Moment', the ATM machine, and ad/tech/media initials.
- Wheeler used personal stories (NBC page past) and a niece's text to finalize the brand name and launch timing.
Create A Comfortable Interview Space
- Create a relaxed interview environment and ask consistent, simple questions to coax authentic answers from guests.
- Offer retakes and champion guests so they feel comfortable sharing personal and sometimes vulnerable stories.