Promoting Brand Connection and Authenticity in the Face of a 365-day Disruptor
Alexei Orlov knew the year was 2020. It was supposed to be ‘the year of perfect vision.’ With hindsight (which is always 20/20) noted, this was the year that the future would become clear to us now and allow us the ability to peer confidently into 2020 to help chart our pathway through the incoming year. On January 1st, we, the people, marched, clear-eyed, into 2020 only to find that March would play out more like a nightmare, flushing our hope of this year’s more transparent future vision turn, in an instant, into this blurry new reality. No one was immune from this global astigmatism, and no one would be able to escape it.
ALEXEI ORLOV AND MTM PREPARE TO PANDEMIC
COVID-19, the novel coronavirus, swept across the eastern seaboard and thrashed New York City first. The pandemic initially left us all blind to our new reality today and without hope of seeing the possibilities of tomorrow or the next. 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 promising year turned 365-day disruption that most of us wished would simply vanish into thin air immediately.
While many disappeared during lockdown time waiting for tomorrow to come and rescue us, Alexei Orlov, founder and CEO of MTM and a seasoned global marketer and brand strategy pioneer, looked at 2020 and the collective isolation experienced by so many and, with a sense of immediate reflection as if just returning from the future, asked those he loved, his colleagues at MTM and every brand that his company represented to make a different choice.
ALEXEI ORLOV’S MTM
Alexei Orlov founded MTM in 2017. MTM 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, Alexei Orlov specifically acquired, not only for the exceptional work each was displaying, but precisely due to the value add Orlov and MTM bring to the partnership specifically through strategic, operational, and financial guidance.
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