"Early on in my own career, I was lucky enough to spend some time with Nick Kendall when he was head of planning at BBH and running the IPA Excellence Diploma. He gave some very simple advice that I didn't fully appreciate at the time. He said, 'no matter what, keep going.' Only all these years later do I realize how good his advice was, so I'm passing it on."
"The metaverse, in all its sprawling glory, may not be a single platform, but it is incredibly exciting nonetheless. We've already worked with some clients on this, and what has been most interesting to me is realizing most of us are just digital tourists; we live predominantly in our physical world and only dip in and out of social media or gaming platforms before coming back to reality."
"But we're witnessing such radically different behaviors and attitudes in younger people, the real natives of a connected world. For them, the boundaries between the physical and digital spaces are experienced very differently, and the concept of the metaverse - a collective virtual shared space - is set to blur that even further, with undefined consequences for our trade - and the world."
Advertising often elevates creative work while planners, buyers and campaign executors receive less recognition. Perseverance is essential in a media career: keep going, pause to re-evaluate, but do not give up. The metaverse represents a sprawling, exciting set of virtual spaces that many currently explore only briefly, acting as digital tourists. Younger, digitally native audiences experience physical and digital boundaries differently, and emerging metaverse environments will blur those boundaries further. These shifts present undefined consequences for media trade and create completely uncharted territory for planning and creative strategy.
Read at The Drum
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