If I say metaverse, what comes to mind? The new improved ‘Second Life’? Something from a superhero film? A flash in the pan? In fact, the metaverse is a trillion-dollar opportunity. It’s understandably piquing the interest of many marketing leaders today.

Of the many trends and topics that have dominated the marketing dialogue in 2021, the topic of the Metaverse, powered by Web 3.0, has reached a fever pitch. At our recent Hong Kong Circle, we discussed what this means for marketers and brands.

For the past 100 years we’ve been building a system like no other industry anywhere in the world. The temptation to load bodies (and hours) onto a job is too much to resist. The ‘cost-control community’ did not evolve because it wasn't needed now did it?