Agencies scramble to build metaverse expertise to meet client demand

By our News Team | 2022

As marketers realise the potential of the fledgling metaverse to tap into consumer audiences, their agencies are rushing to build capacity.

Marketers are talking more about the metaverse as a new way of communicating with their audiences. So their agencies are beginning to take firm steps to ensure they can provide the necessary metaverse services and know-how.

For example WPP, the global holding group for a range of top advertising and PR agencies, recently announced the formation of The Metaverse Foundry, a global team of 700 creatives, producers, visual artists, developers and technologists it says will design and execute brand experiences for clients in this new world.

WPP says its agencies are already delivering metaverse projects for blue-chip customers such as Under Armour, Duracell, Pfizer, Pizza Hut and Bombay Sapphire.

The Metaverse

Image by Nurudeen Ayaga Alidu from Pixabay

Precise definitions of the metaverse vary at this early stage, but Gartner defines it as a collective virtual shared space, created by the convergence of virtually enhanced physical and digital reality. It provides enhanced immersive experiences, as well as being device-independent and accessible through any type of device – ranging from tablets to head-mounted displays.

Marketing is living through extraordinary change

The Metaverse Factory is being housed within the WPP content production company Hogarth. 

Hogarth’s Global CEO, Richard Glasson, says: “This is a very exciting time to be in the production and content-creation business. We are living through extraordinary change and our clients have whole new worlds to navigate and radically new ways to engage with their customers.”

Newly appointed Executive Creative Director, Mehta Mehta adds: “The Metaverse Foundry is a limitless place where creative, production and innovation come together to bring to life your greatest ideas. A place for future-focused brands that want to build communities, and technologies that are designed to elevate e-commerce and customer experiences.

“In a nutshell, The Metaverse Foundry is built to take ideas to the next level at scale. The only limitation is going to be your imagination. You think it, we’ll make it happen.”

By the year 2026, an estimated 25% of people around the world will spend at least one hour a day in the metaverse for work, shopping, education, social and/or entertainment. This is according to a study released last month by international insights company, Gartner.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.