on UK’s Leading Digital Business Magazine – https://bmmagazine.co.uk/
Alexei Orlov, like the rest of the world, anticipated 2020 would be a year to remember. The media coined it ‘the year of perfect vision.’
As a people, we peered confidently into the kaleidoscope of 2020 and saw a future of perfection paved as golden as the brick road that led to Oz. We were ready for a remarkable year.
On January 1st, 2020, we marched, clear-eyed, into the dream of the new year only to find by March a year playing out much more like a nightmare. Suddenly, we were facing a very blurry new reality. No one was immune to this global astigmatism called coronavirus, and no one could escape it.
Alexei Orlov and MTM Prepare
COVID-19, the novel coronavirus, thrashed New York City and swept across the eastern seaboard before moving to the rest of the US. The airborne thief took victims quickly and left the rest of us trapped inside, afraid to breathe the infected air beyond our front doors. For many, COVID stripped employment from their daily routine. For all, the inside of whichever shoebox you call home in NYC became the monotonous backdrop to a once-promising year turned 365-day disruption that we prayed would disappear.
While many stayed out of sight during the lockdown, waiting for tomorrow to rescue them, Alexei Orlov, founder, and CEO of MTM, seasoned global marketer and brand strategy pioneer, looked directly into the face of 2020. He witnessed the collective isolation experienced by so many. Orlov knew that the way MTM immediately responded to this crisis would have an enormous impact on the future of the business. So, with a sense of intuitive reflection, as if returning from the future, Alexei Orlov asked his family, his MTM colleagues, and the brands he represented to make a different choice.
Alexei Orlov Builds His Own Brand
Alexei Orlov founded MTM in 2017. MTM, or Moments that Matter, is a network of four unique agencies with offices in five major cities worldwide, each offering its expertise to a collective of more than 160 clients all over the world. Each agency on the MTM roster Orlov specifically acquired to fill a marketing specialization niche. He pursued these businesses not only for the exceptional work each displayed, but for the value add Orlov and MTM could bring to the partnership through strategic, operational, and financial guidance.
Four agencies work independently but benefit from living under the MTM umbrella as a single unit. Each assists the others in their efforts to progress.
The Specialized Acquisitions of Alexei Orlov
- Syndicate Sub Rosa, the brand strategy agency
- Local Project, the experience and media design studio
- Camron PR, the global communications firm
- Nom, the video advertising solution
These four non-competing creative agencies that make up MTM’s portfolio are complementary in their support for one another. The agencies work in concert to ensure success for one another, giving their brands the tools needed to maintain relevance in the moments that matter (MTM). For Alexei Orlov and his leadership team, there had never been a moment so unique, unprecedented, terrifying, and adventurous as the beginning of 2020. Orlov saw a unique opportunity to focus and grow MTM by adequately preparing his teams to battle the rugged emotional and professional terrain he believed lay ahead of them for the unforeseeable future.
Choosing to Connect
Alexei Orlov called on those around him to ask themselves the question, ‘Where were you when the world was lonely?’ With one foot planted firmly in the center of the challenges of today, Alexei summoned those lucky enough to remain employed to examine the possibility of giving a little more and taking a little less. To model behavior he hoped to see from those he worked with and for, Alexei Orlov took one massive symbolic step forward with the other foot. He was urging everyone to continue to find ways to progress in this motionless moment for so many others less fortunate scattered across the world.
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