From virtual goods to augmented reality shopping experiences, the metaverse represents opportunities for brands to engage with consumers in new ways. Epic Games CEO Tim Sweeney said the metaverse will become a multitrillion dollar market and Facebook rebranded its entire company to focus on web 3.0 ventures. But navigating the nascent metaverse at this point is still the wild west.
Join Ad Age on March 10, as we bring together the metaverse leaders who are reshaping marketing to discuss how to build virtual brands and better understand everything from NFTs to gaming platforms.
Watch live 12:00 p.m.- 2:00 p.m. EST from your laptop, phone or other connected device.
Meta-side chat
Ad Age’s Garett Sloane steps into the metaverse with a virtual reality fireside chat with Nicola Mendelsohn, Meta’s VP of global business group. Inside the Meta Workrooms—the VR office space accessible through Meta Quest devices—Mendelsohn talks about how Meta is bringing brands and advertisers on board with the new virtual vision. She delves into what is available today in metaverse settings, and what the new computing worlds could look like years from now, and how brand can get there.
NFTs aren’t just for big brands—and big budgets
presented by Voice
Every day another big brand announces that it is rolling out its first NFTs or is otherwise staking claims to pieces of the metaverse—and for good reason: There's gold in them thar hills (at least virtual gold). But NFTs have enormous potential value for small and medium-sized businesses too. Salah Zalatimo, CEO of the NFT platform Voice, joins John Dioso, editor of Ad Age Studio 30, to spotlight how everyone from small and challenger brands to micro and nano creator influencers can benefit from this new technology and to share best practices for anyone looking to take their first steps into the metaverse.
How NFTs make communities
NFTs have grown in popularity over the past year and many brands have embraced them as a marketing tool. However, as more brands and artists enter the space, marketers must ask themselves how can NFTs be used to build communities beyond a one-time drop. Panelists discuss what's the next phase of NFT marketing and how marketers are looking to enter the space authentically.
Safety versed
The metaverse is already proving a challenge for brands with new virtual reality worlds and threats emerging. Advertising leaders break down the top dangers to brands and consumers in VR, and delve into some of the biggest stories of the year that illuminated these issues. There have been documented cases of harassment and bullying in the new computing dimension, and there are risks associated with NFTs, which many brands have yet to fully grasp. Don’t get caught unaware.
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Avery Akkineni is President of VaynerNFT, where she leads the company's mission to build long-term strategic NFT projects for the world's leading intellectual property owners serving brands, celebrities, athletes and associations looking to incentivize and reward brand advocacy and customer loyalty.
Avery previously led VaynerMedia's expansion into APAC, growing a team from 0-150+, opening offices in Singapore, Bangkok, Tokyo, and Sydney. Prior to joining VaynerMedia, Avery spent six years working at Google, in both Silicon Valley and New York City. Avery strives toward building meaningful cultural relevance for others to unlock the potential of one of the biggest technology shifts of our time.
Margarita Arriagada is a first-generation Peruvian American with quite the beauty resume, which has nicknamed her “The Godmother of Beauty” by a few. She has spent the last three decades discovering and cultivating many great designers, artists, and founders in beauty, fashion, and home interiors and served as Chief Merchant of Sephora USA for nearly 20 years. She earned a reputation as an inspirational leader, mentor, and passionate developer of talent. In 2020, at 67, she introduced an incredibly unique beauty brand—Valdé Beauty.
Valdé Beauty began as an homage to her mother’s courage and determination and became an artistic tribute to all women. A call to action for each individual to overcome fear, strip away preconceptions, and write her destiny. The brand currently consists of a refillable lip collection featuring richly pigmented shades, impossibly sensual textures, clean, cruelty-free, and vegan formulas. Each lipstick and balm fits interchangeably into a Valdé Armor of your choosing. These collectible vessels have been crafted with meticulous attention to aesthetic form and performance.
In January of 2022, Margarita led Valdé into the NFT space hosting the first-ever beauty launch party in the Metaverse to celebrate the The Divine Collection, a phygital launch comprised of a physical item, a unique lipstick vessel made out of pure crystals, accompanied by a digital artwork piece, an NFT. The crystal lipstick vessels will only be available in rare quantities with Edition #1 having been auctioned off. All net proceeds from this Divine Phygital collection will go towards supporting our collaborating artists and a grant awarding emerging Latinx beauty entrepreneurs.
Esther joined Twitter in December 2020 when Twitter acquired Squad, a livestreaming startup where she was a cofounder and the CEO. She now runs creator monetization at Twitter and is working to help create a bunch of ways for you all to make money on the platform.
Before all of this she was actually a creator herself. She started her career as a blogger and YouTuber, and personally knows the challenge of pitching herself to sponsors, running sponsored content and piecing together ad revenue across platforms so she have a ton of empathy for the experience of being a creator & a lot of respect for how hard creators work at their craft.
Esther has overseen all of Twitter's creator monetization work including Tips, Super Follows and Ticketed Spaces. Some of her work also touches some of Twitter's crypto efforts: Esther led the development of allowing people on Twitter to tip each other with Bitcoin through our Tips feature.
After starting in Anheuser-Busch InBev’s Global Management Trainee program in 2013, Spencer progressed quickly through six roles, and now serves as the VP of Digital & draftLine for Anheuser-Busch. In this role, he’s responsible for the digital strategy and content for the full portfolio of AB brands.
Since assuming this position, Spencer also created and launched draftLine, A-B’s first internal digital creative agency. In the first 90 days, he hired a team, secured new office space, and built out the 3-year plan to lead the team to success. In just under two years, the team expanded to become a full-service creative agency, with 90 people working across 42 brands in the A-B portfolio. As a result of the team’s creative efforts in 2020, draftLine was named as a top-5 in-house creative agency in the world according to the One Show.
Previously, Spencer led the digital content and media strategy for Bud Light, America’s #1 beer brand. Under his leadership, Bud Light’s digital ROI improved by 200% and was routinely ranked as the top beer brand in digital by L2. Later, as a Sr. Media Manager, Spencer expanded his responsibilities to include oversight of the total media portfolio for Bud Light and the company’s Beyond Beer Portfolio. Spencer also worked on Brand Communications for Michelob ULTRA, helping to orchestrate the 2018 Super Bowl campaign featuring Chris Pratt.
Spencer is a graduate of Washington University in St. Louis where he triple majored in Finance, Marketing and International Business. In February 2019, he started in the Part-Time MBA program at The Kelley School of Business.
Rohaina leads the Production team at Bitski, the NFT platform powering commerce in the metaverse. Her team manages partnerships across brands & apps to develop & launch custom, non-traditional Web3 strategies into the space.
Prior to joining Bitski, Rohaina was at Reddit leading global creative strategy for Fortune 500 companies. She played a crucial role in building the sales org & producing some of Reddit’s most innovative campaigns across entertainment, tech, & CPG over the last 6 years. Much of her work focused on the intersection of hacking Reddit products to drive authentic community engagement for brands.
Before her time at Reddit, Rohaina helped launch digital listenership & engagement products across NPR’s mobile, web, & connected apps, such as NPR One & NPR Music.
Outside of her day job, Rohaina is on the board of Giving Room, a non-profit for emerging artists to have a platform & volunteers as a community manager with U.S. Digital Response.
Rohaina has a Bachelor’s in Political Science from University of Illinois at Urbana-Champaign. In her free time she DJs & is an artist manager.
Tressie Lieberman, Vice President of Digital Marketing and Off-Premise for Chipotle, is responsible for driving customer engagement and digital ordering growth. Lieberman oversees a team dedicated to building relationships with the brand's community through the metaverse, social media, collaborations, influencers, Chipotle Rewards loyalty program, and CRM. She also leads the delivery and catering business and creates integrated marketing campaigns to build digital awareness and sales.
Under Lieberman's leadership, Chipotle Rewards has grown to 25 million members in under three years, and the brand has become an industry-leading digital business. She has kept Chipotle leading conversations with activations, including being the first restaurant brand on TikTok and Roblox and launching collaborations such as a product line with e.l.f. Cosmetics.
With a passion for food and innovation, Lieberman also held leadership positions, including CMO of Snap Kitchen and Vice President, Digital Innovation and On-Demand of Taco Bell. Lieberman earned her Bachelor's in Advertising from The University of Texas at Austin.
As SVP/National Paid Social Lead & Head of Media (West Coast) at Digitas, Danisha Lomax takes pride in developing programs that focus on authenticity, cultural impact, and advocacy for women of color. With over a decade of experience in media, Danisha is a master at her craft, but her deep knowledge of social platforms is just the tip of the iceberg.
At Digitas, Danisha oversees a team of social experts who create scalable, holistic end-to-end activations for the agency and its clients. She helps clients expand their use-cases for social, with an authentic audience and culture-first strategy. Her approach has won her multiple awards including Chief Marketer's Market like a Mother award (2021) and Cynopsis Top Women in Media (2020), among others.
Additionally, she is a sought-after thought leader and speaker. She's written industry articles related to Facebook's shift to stories, inclusivity in Instagram stories, Snapchat going premium, and year over year social trends in various high caliber trade and industry publications.
Nicola Mendelsohn is the Vice President, Global Business Group at Meta. She previously served as Vice President for Europe, Middle East, and Africa—a role she held since 2013.
She is also a non-executive of Diageo, serves on the UK government’s Digital Economy Council, the Mayor of London’s Business Advisory Board, and is co-president of the charity Norwood.
In 2019, Nicola founded and launched the Follicular Lymphoma Foundation, a charity focused solely on raising funds to help the thousands of people living with Follicular Lymphoma to live well and get well.
Prior to joining Meta, Nicola worked in advertising for over 20 years working at BBH, Grey and Karmarama. Prior roles include: first female President of the IPA (the advertising industry trade body), Trustee of The White Ribbon Alliance, Chairman of Women’s Aid Development Board and President of the Women in Advertising and Communications London club (WACL). She was also a Director of the Women’s Prize for Fiction and Co-Chair of the UK Governments Creative Industries Council. In 2015, she was awarded a Commander of the British Empire (CBE) for services to the creative industries in the UK.
Her greatest joy in life comes from her husband Jon and her four children Gabi, Danny, Sam and Zac.
Paris-born, serial web entrepreneur Mathieu Nouzareth is the CEO of The Sandbox U.S. and CEO of FreshPlanet, the New York-based developer of the highly popular social music trivia mobile game SongPop. The game has built a global following of over 100 Million players since its launch in June 2012. In 2018, FreshPlanet was sold to Gameloft, one of the leading mobile game developer in the world.
Mathieu Nouzareth began his career in 1995 at 23 by co-founding WebConcept, one of France’s first e-business consulting firms. WebConcept was sold to Sweden’s IconMedialab of Sweden in 1999.
In 2001, Mathieu and his brother Romain started Boonty.com, a digital game distribution company. Operating in over 30 countries with a staff of 180, the company was sold to Nexway in 2008.
In 2006, Mathieu co-founded Is Cool Entertainment, a social casual game publisher which was listed on the Paris stock market, and later acquired by publishing company Hachette.
In 2017, Mathieu co-founded CCU, a leading crypto currency mining company in Canada that is to be publicly listed in Toronto by the end of 2021. He is also a board member of The Sandbox, a leading metaverse game build on the blockchain.
Mathieu is a graduate of the Grenoble School of Management and holds an MBA from Pace University in New York.
David Roter is the VP, Global Solutions at Snap. His team is responsible for helping advertising and agency customers grow their businesses through Snap's offerings. Previously, Roter oversaw global revenue and partnerships for The Players' Tribune, working to establish strategic relationships and expand TPT’s offerings. Prior to that, he was the Director of Global Video & Agency Strategy at Twitter. Before Twitter, he worked on the Digital Sales & Strategy team at ESPN.
Roter also serves on the Board of Directors for Active Minds, a leading Mental Health nonprofit organization.
Caty Tedman is the Head of Partnerships for Dapper Studio at Dapper Labs, which drives in-house led blockchain projects. Having spent a decade in sports technology leadership in various roles at the NHL, NFL, and ESPN, Tedman is a catalyst in designing blockchain based IP-driven opportunities to bring fans closer to what they love. She has played a crucial role in the partnership success with the NBA for NBA TopShot and continues to be a key figure overseeing key partnerships for the company including WNBA, WNBPA, the NBPA, La Liga, NFL, NFLPA, Warner Music Group, Turner Media, Dr. Seuss, UFC, and more.
Prior to her role at Dapper Labs, Tedman served as VP of Partnerships at the parent company Axiom Zen.
Tedman graduated with a BA from Fairfield University and an MBA from the University of British Columbia.
While carrying the “ethos” of a Marketing Technologist to many enterprises, Albert has always possessed a firm understanding of how technology has continued to transform the discipline of Marketing while disrupting today’s conventional consumer engagement models. Over that past 20+ years his communications experience ranges from African American, Hispanic, LGBT, Asian American, Arab American, Indian, Boomers, Millennials, Urban, GM to International.
His work involves Digital Marketing for Lexus, NYPD, Medline, State Fair, Spalding, HBO, MCD, LA Sparks, Game Show Network, Verizon Wireless, Clear brand under Unilever, Ford Division, Lincoln Mercury, Burger King, Colgate, HSBC, Time Warner Cable, Home Depot, AstraZeneca, US Marines, Pfizer, Novartis, Merck, and Hyatt Resorts.
He is currently the Managing Director, Digital Innovation at Walton Isaacson. Previously he served as the former Director, Interactive Services for UniWorld Group and then later as the Director of New Media and Technology at Prime Access. Albert introduced all of Digital capabilities for both multicultural agencies to service. He’s also the Founder of Transient Identiti.
Albert has also done guest speaking for Meltwater Social, MediaPost, Digiday, ThinkLA, CYNOPSIS, Adweek, and The VAB inclusive of live and virtual events. In the past, he has participated in guest speaker series for NYU, Baruch, University of Maryland, University of Nevada, and Georgetown. Albert is also the host of The Transient Identiti, podcast which chronicles the Voice of the Consumer. Albert’s greatest accomplishment is marrying his college sweat-heart and being the father of twin girls. He holds an MBA from Florida A&M University.
Salah Zalatimo is the CEO of Voice, an NFT platform that makes minting and buying NFTs easy for everyone. Voice is on a mission to empower emerging creators.
Prior to Voice, Salah served as the global chief digital officer at Forbes, leading a successful digital transformation at the media company. He oversaw the implementation of the first cryptocurrency paywall at a major publisher. Salah joined Forbes in 2015 after the company acquired his startup Camerama, a collaborative photo sharing mobile application.
Salah has a BA and an MBA from Columbia University. An amateur boxer, Salah is an advisory board member for the Haymakers For Hope charity boxing organization. He lives with his wife and two sons in Brooklyn.
Jeanine Poggi oversees Ad Age’s technology and media coverage, as well as the publication’s strategy for new editorial products. She also hosts Ad Age’s Remotely video series and leads Super Bowl coverage. Jeanine joined Ad Age in 2012 as a TV reporter, following stints covering the retail and media worlds for WWD, Forbes and TheStreet.
John Dioso has been the Editor of Ad Age Studio 30, the creative content arm of Ad Age, since August 2018. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with its audience.
During his career, Dioso has overseen some of the most popular and celebrated media brands in the world, including Cosmopolitan, Rolling Stone, Glamour, Martha Stewart Living and Us Weekly. As Executive Managing Editor of Cosmopolitan, his management of the editorial team helped lead the magazine to the first National Magazine Award in its history.
Before that, Dioso was the longtime Deputy Managing Editor of Rolling Stone. During his tenure, Rolling Stone won numerous awards, including the 2007 National Magazine Award for General Excellence. In 2010, he edited Rolling Stone’’s best-selling special issue “The Beatles: 100 Greatest Songs.”
Dioso lives in Brooklyn with his wife, cat, and way too many guitars. They have three daughters.
Natalie Zfat is a social media entrepreneur and Ad Age Contributing Editor who has partnered with some of the most iconic brands in the world, including Facebook, Samsung, LinkedIn and American Express. Zfat's beloved social media community of 150K+ followers are dreamers, doers and entrepreneurs, from college students to CEOs.
Voice is an NFT platform that is carbon neutral, easy to use and multi-chain compatible. At Voice, we believe that NFT technology will change the internet by introducing verified ownership to our digital world. We’re building a way for creators and communities to be rewarded for their engagement–the way it should be.