The news McPotassium I am joining Synoptek is the beginning of a new chapter in one of Atlanta’s “OG” technology-focused service companies. However, the company story has an early chapter that is worth revisiting.
From headquarters on Buckhead’s Peach Tree Road, the company actually As we know, it helped shape the web and its media.
The Macquarium home page states that the company is an agency that “transforms the customer experience of the digital world.” Behind that tagline, Read a bit like an unlikely epic technology story. Many of the technology services we all use today have some twists and turns. It’s also a story that involves the birth of several new companies and products over 30 years … and it even incorporates a little Hollywood talent.
But before the tech adventure, there was just founder Mark Adler in his Emory University dorm room working for a video production company.
In the early 1990s, Adler told Hypepotamus that the World Wide Web was nothing more than “less practical” pamphletware.But I needed great graphics and content, Adler and something McPotassium It was pioneered at an early stage.
After moving to multimedia production (think authoring CDs and building early animations for clients), Adler purchased 12 Silicon Graphics supercomputers in 1994, with eight employees in Midtown. Moved to the office of.
“It was the origin of the Internet. Everyone needed a website,” Adler added.
It was around that time McPotassium He landed the first two major website clients, The Weather Channel and Cox Communications, through connections made in MBA classes that he still audited while undergraduate. Company During the mid 90’s, he continued to build websites for the International Olympic Committee and several other prominent clients.
But Macquarium certainly didn’t stop there. To better serve our clients in a rapidly evolving digital space, Macquarium has built some of the first iterations of digital products that we take for granted today. And here begins the epic technical story.
Adler and his team built the first content management system (CMS) known as Dynabot in 1996. The goal was to create a self-service “dynamic robot” for clients trying to modify the content of a web page.It It was so important in the early days of the Web that it was commemorated in 2000 by the Smithsonian Time Capsule. Eventually it has evolved into a product information management (PIM) tool.
Macquarium has also built its own site tracking and analysis tool, Antfarm. Adler said it was Macquarium’s “secret source” and “gave the company a significant competitive advantage because it could track what was happening.” [customer’s] Long before other digital marketing tools like Google Analytics hit the market.
In 2002, Macquarium entered a new world of online transactions (today simply known as e-commerce). After creating the database and technology and building the delivery capabilities needed, we launched misterart.com for consumer products in the arts and crafts sector.
It was a concept that Adler began to mess with when he was still a student at Emory University. He saw a unique business prop to bring such products to the online marketplace.The site eventually grew to what Adler explained An early “art-related business consortium” in e-commerce.
Over the years, Macquarium has built a browser-based point-of-sale (POS) system, with dozens of household names ranging from Chick-fil-A to UPS building the need for interactive media. Assisted.
In the meantime of building formative client technology, the team has established itself in the field of digital media. With the launch of the animation studio Fathom Studios, the team created Delgo, the first independent CG movie starring Freddie Prinze Jr. and Jennifer Love Hewitt. (I told you that it was arranged in a Hollywood style).
The short film Chroma Chameleon also won praise for its filmmaking and technical work.
Although Macquarium has opened offices in Houston, San Francisco, DC and North Carolina for many years, Adler has always maintained its company based in Atlanta.
“We need an outstanding center that can attract the most people in the same area,” he told Hypepodamus. “Atlanta was great because it was so easy to hire people. It’s about talent. I don’t think there are any other cities in the country that can compete with Atlanta at that level. And there are a lot of these companies in Atlanta. I think all the other companies understand this as they move to. ”
There is an additional chapter in The story of Macquarium, which had to be left on the editorial floor for this piece, but distilling 31 years of history for a fast-growing company is not a small feat.
This next chapter kicked off with this spring’s announcement. Synoptek has acquired the company, certainly meAn important milestone for a renowned company. It’s also a unique moment in Atlanta’s entire business scene. You will be hard to find A digital customer experience agency that has made such an impact on Atlanta’s technology ecosystem, or has done more to map Atlanta for its technology and media talent.
And for that, it’s a story worth sharing.
Photo courtesy of Mark Adler