The Atlantic’s consultancy and creative agency has changed its name from Atlantic Media Strategies to Atlantic 57 to reflect the agency’s growth, president Jean Ellen Cowgill told Publishers Daily.
“We have grown literally—from a team of 10 in 2012 to a team of 50—and also figuratively,” she said. The team is made up of editors, designers, strategists, researchers, marketers and engineers.
Atlantic 57 works with brands like PBS, MIT, Allstate, Marketplace and the Ford Foundation.
“We address bigger challenges than we did five years ago,” Cowgill said. She added that the expertise of The Atlantic’s in-house agency is to help clients “adapt without losing sight of their mission."
The new name “symbolizes that important connection from an organization's past to its future,” Cowgill added. It also “reflects our heritage as part of The Atlantic,” which was founded in 1857. The Atlantic 57's new moniker's “abstract nature allows us to continue to grow and evolve over time,” she said.
The Atlantic itself has undergone transformation — from a print magazine to a multiplatform brand. This month, TheAtlantic.com will launch a metered paywall allowing readers to access 10 articles for free each month.
In 2017, the site averaged nearly 20 million monthly visitors, representing more than a 20% increase from 2016.
Five years after its creation, the renamed consultancy has become the fastest-growing arm of The Atlantic, doubling its staff since 2014 and averaging 25% revenue growth in each of the last three years, per the company.