Leading the Evolution of Video: Chris Townsend and What Media

In a rapidly evolving digital landscape, Chris Townsend and his company, What Media, are at the forefront of redefining video production. From traditional filming projects to cutting-edge personalised video solutions, What Media combines creativity with technology to deliver unique experiences for global brands.

The story of What Media begins with a bold leap of faith. Chris Townsend, hailing from the steelworks of Northeast England, decided early on to forge a different path. He pursued media studies at Salford University’s Media City, which led him to a travel brand in Southeast Asia. Upon returning, he launched What Media from the travel company’s offices, focusing on video production across 37 countries in its early years.

But like many businesses, What Media faced transformative challenges during the pandemic. “COVID brought about a complete shift in focus,” Chris recalls. Travel restrictions halted much of their traditional work, prompting the company to pivot. This transition led to significant milestones, including producing video content for COP26 and innovating with hyper-personalised video technology.

“COVID brought about a complete shift in focus”

The Power of Personalisation

At the heart of What Media’s offerings lies their groundbreaking personalised video platform, which Chris describes as “Mailchimp for video.” By integrating CRM data into video content, What Media tailors messages to each recipient and delivers them through WhatsApp for maximum impact.

“Our read rates are as high as 85%,” Chris explains. “That kind of engagement is a game-changer for brands aiming to connect more meaningfully with their audiences.” Whether it’s addressing customers by name or reflecting their past purchase history, the platform makes every video feel like a one-on-one interaction.

This innovation has drawn major clients, including Coca-Cola and startups in the AI and CRM spaces. Chris sees the platform as the key to scaling the company in the years to come.

A Thriving Community at Ministry of Work

For Chris, the success of What Media isn’t just about groundbreaking technology—it’s also about collaboration and community. A year into their residency at Ministry of Work, What Media has found the perfect balance of creativity and connection.

“Our team loves being a resource for others,” Chris says, sharing how his staff often assist fellow members with video and editing tips. At the same time, the coworking space has fostered invaluable relationships, sparking ideas over casual conversations and even five-a-side football games.

The flexibility of the space has also been a game-changer for What Media’s diverse needs, from studio shoots to breakout meetings. “We’ve been in traditional offices before, but this setup is perfect—and at a fraction of the cost,” Chris notes.

“the space has fostered invaluable relationships, sparking ideas over casual conversations”

Building for the Future

As What Media continues to grow, Chris is laser-focused on scaling their personalised video platform while maintaining the high-quality production work that’s become their hallmark. “The next two years are about growth,” he explains. “We’re doing good volumes now, but it’s time to take things to the next level.”

Reflecting on his entrepreneurial journey, Chris shares a piece of advice that’s guided him: “Cash is king. Look after your finances, and everything else will fall into place.”

With a strong team, innovative solutions, and a vibrant community at their side, Chris Townsend and What Media are poised to lead the charge in the evolving world of video content.