ATTN: has appointed Edgar Hernandez as its first chief commercial officer, effective February 17, the social influence publisher announced. Hernandez will lead the company’s go-to-market strategy, overseeing sales organization efforts across branded content, agency services, intellectual property and social media partnerships.
The appointment comes as ATTN: transitions following its recent repurchase by co-founders Matthew Segal and Jarrett Moreno, alongside a new investor group, from Candle Media. Hernandez’s hiring signals a strategic focus on accelerating growth within a hybrid business model centered on branded content and agency services, according to the company.
“A lot of publishers have tried to transition into a social and creative agency and failed,” Hernandez told Adweek. “It’s exceptionally hard to be in the publisher business—at ATTN:, the creative perform and the audience strategy really sit together.”
Hernandez brings extensive experience from senior revenue roles at BuzzFeed and Complex Networks, where he oversaw the scaling of franchises like Hot Ones, Sneaker Shopping, and ComplexCon. At BuzzFeed, he managed global revenue operations, generating over $300 million annually, according to ATTN:. Prior to joining ATTN:, Hernandez served as chief strategy officer at My Code, a multicultural agency and media company that includes Remezcla among its editorial outlets.
ATTN:’s CEO and cofounder, Matthew Segal, stated that the company’s combined branded content and agency services now represent its largest business. While the media business is no longer the primary economic driver, Segal emphasized the competitive advantage derived from the skill sets honed through publishing, particularly in brand storytelling. “Being able to take the learnings we have as a publisher and apply those to the world—both from a technique perspective and a worldview perspective—is a hugely competitively advantaged lane for us,” he said.
The company is prioritizing growth in three key areas: expanding branded intellectual property, scaling brand campaign work, and strengthening agency-of-record relationships with major marketers including Google, TikTok, and Mattel. Current initiatives include developing short-form branded formats, such as the microdrama “Truth or Putt,” a partnership with Dunkin’ and comedian Druski aimed at attracting younger audiences to golf. Another project, in collaboration with the U.S. Soccer Foundation, focuses on recruiting new youth coaches.
ATTN: also plans to increase investment in public affairs work, targeting clients in sectors such as universities, trade associations, government agencies, and healthcare systems. The company is already working with the state of California on mental health storytelling initiatives. ATTN: is incubating new niche social brands and exploring the launch of additional owned-and-operated media properties, while continuing to produce original content for brand and streaming partners.
Hernandez views the current geopolitical and economic climate, characterized by brand caution, as an opportunity for ATTN: to assist brands in navigating complexity and communicating effectively. “A lot of brands are running away from complexity,” he said. “ATTN: has been able to turn that into a tailwind by helping them communicate in ways that actually resonate.”
