Key Highlights
- The media agency boosts its metaverse know-how by working with a development studio, co-developing an RFP and launching a new practice.
- Mediahub collaborates with LandVault to showcase the value of Web3 Strategies.
The LandVault partnership, along with the Web3 RFP that will be implemented globally throughout Mediahub, is meant to help the global media agency and its clients, which include Twitch, Netflix, NBA and Western Union, start incorporating next-generation strategies and activations into their current planning.
Currently, Web3 promises much but does not yet hold a lot of certainty as the next phase of the internet. Accordingly, the new technologies supporting it, including decentralized finance, NFT programs, tokenomics and the relatively untapped potential of shared virtual experiences, require a novel creative approach for clients.
To provide a framework and to ensure individual activations ladder up to a unified strategy, the Web3 RFP was developed. The Web3 RFP has been designed to dig into the key factors that drive success, including social commerce, platform relevance, commercial needs, digital currency fluency and measurement.
Laurel Boyd, Mediahub’s chief creative media officer, said that clients are increasingly looking to new media canvases like the metaverse and Web3 applications to challenge the conventions of their category and reach their audiences in new ways.
Earlier this year, WPP launched a collaboration with Epic Games to help skill agency creatives in the development of custom brand experiences in Fortnite and how to utilize Epic’s Unreal Engine for virtual production and real-time 3D creation.
More recently, Dentsu Creative launched Dentsu VI, designed to provide brands with a virtual face and personality across digital platforms.
Rosh Singh, managing director for EMEA at UNIT9, noted that this moment for the Metaverse is similar to the pre-iPhone mobile era. There is a lot of excitement, but they haven’t had the true cultural catalyst, which recently built a Metaverse Advisory Department (MAD), in comments to Marketing Dive earlier this year.
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