Datawords Group Rebranded to 87seconds
The marketing group reorganized its operations into three divisions to streamline global service delivery.
Updated on Sept. 30, 2026 in Business Strategy
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The Datawords Group has rebranded as 87seconds following its 27-year history in the marketing sector. The firm concurrently reorganized its operations into three pillars: Create, Deploy, and Manage.
Why it matters
The shift signals an effort to unify the group's diverse agency brands while maintaining their independent identities. This structural change aims to better support operations across 160 cultures by streamlining the firm's network of over 1,000 in-house experts.
The firm maintains a network of over 1,000 in-house experts serving 160 cultures, marking a transition after 27 years of operation under the Datawords name. The restructuring groups existing agency brands into three distinct service pillars.
The players
87seconds
A global marketing group providing cultural adaptation and creative services through a network of 1,000 in-house experts.
Switching-Time
An internal agency brand that retains its independent identity within the newly reorganized group structure.
Datawords
A brand and subsidiary within the firm's network that continues its specialized service operations post-rebrand.
The details
The reorganization categorizes the company's service offerings into Create, Deploy, and Manage divisions. While the parent entity adopted the 87seconds name, the group's internal agency brands—including Switching-Time, Datawords, Wezen, Vanksen, and Whatsquare—will retain their original identities and independent operational structures.
Timeline
The original Datawords group was founded in 1999.
The 87seconds Creative division was established in 2010.
The company announced the name change on September 29, 2026.
Market Landscape
This reorganization follows the industry trend of grouping specialized agency brands into centralized service pillars to improve cross-functional resource management. It mirrors the broader effort among marketing groups to consolidate disparate talent pools into cohesive delivery models.
Owners and operators should observe how this simplified divisional structure affects the procurement of specialized creative services. The move highlights the importance of maintaining independent brand agility while scaling service operations across diverse markets.
The takeaway
This rebranding demonstrates how long-standing firms can restructure to better integrate diverse capabilities without sacrificing specialized brand identity. Business leaders should track if this divisional model increases cross-selling efficiency between the group's subsidiary agencies.
Further reading
For more on evolving organizational structures, visit our Business Strategy section.
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