"The metaverse opens up so many new possibilities, and agencies that are looking to enter this burgeoning space should remember that they need not limit themselves to traditional rules - or even to the laws of physics. "[The metaverse] is a vast new canvas for us to paint on," Bradford said. "This is allowing for even more creativity in many more fashions that the mind can't even imagine at this point.""
"as new terms like "web3" and "metaverse" crup up in more and more headlines. Today, the opening day of Advertising Week 2022, three experts who spend much of their professional lives thinking about emergent technologies - Meta's Bianca Bradford, DDB's Christine Lane, and VMLY&R's Luke Hurd - sat down together onstage to explore how the metaverse (as well as artificial intelligence, another radically transformative technology) are transforming the dynamic between agencies and their clients."
The metaverse offers agencies expansive creative possibilities that break traditional rules and physical constraints. Agencies should avoid simply replicating real-world models and instead use the virtual realm to invent novel experiences. Web3 emphasizes community ownership, creator economies, and shared governance rather than purely technological change. Agencies must rethink business models, measurement, monetization, and talent to support immersive products and services. Artificial intelligence and emergent technologies will alter agency-client dynamics, requiring closer collaboration and new capabilities. Strategic partnerships and experimentation will be important for learning rapidly. Ethical considerations and sustainable design should guide development to avoid harmful or extractive practices.
Read at The Drum
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