Staff Reporters
Feb 24, 2022

WPP launches The Metaverse Foundry

Hogarth introduces web 3 offering available to all WPP clients and agencies globally.

WPP launches The Metaverse Foundry

WPP is launching a new global metaverse offering through Hogarth, its specialist creative content production company.  The Metaverse Foundry, focused on design and production for brand experiences in the metaverse will be available to all of WPP's clients and agencies worldwide. 

Capabilities will include virtual art, virtual stages, development of VR/AR applications, technology, and R&D, delivered by global team of over 700 creatives, producers, visual artists, developers and technologists that can be tapped from Hogarth and across the WPP network. The Foundry will also involve other specialist WPP agencies, such as Subvrsive for virtual events and immersive experiences and Ars Thanea for its design, animation and visual effects studio.

The aim is to be an end-to-end destination for brand experience in the metaverse from design to execution. WPP notes its agencies are already delivering metaverse projects for various clients including Wendy’s, Under Armour, Duracell, Pfizer, Pizza Hut and Bombay Sapphire.

“Our clients are already seizing the opportunities to connect with their customers presented by the metaverse, and seeking partners who can bring experiences to life in the most creative and compelling ways," said Mark Read, CEO of WPP in a release. "The Metaverse Foundry has unrivalled scale and expertise in building these experiences, and clearly differentiates Hogarth and WPP from our peers in this critical growth area for our industry.”

Brand opportunities in the metaverse involve new experiences and commerce involving augmented reality, gaming, NFTs and the blockchain, making it a market estimated to grow at mid double-digits for the foreseeable future, according to WPP.  

“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," said Hogarth global CEO Richard Glasson. "At Hogarth we are perfectly positioned to launch our clients into these new channels and create incredible experiences for consumers globally.”


 

Source:
Campaign Asia

Related Articles

Just Published

2 hours ago

Sleepy drivers get a serious wakeup call

A new campaign by Victoria’s Transport Accident Commission (TAC) highlights a simple rule to discourage drivers from getting behind the wheel while tired.

2 hours ago

How Stephen King changed advertising forever

Not quite as scary but equally gripping, Forsman & Bodenfors' Siddhant Lahiri unpacks the impact of the famed author on the role of strategists in the industry—and why, 50 years on, his work is still a thriller.

3 hours ago

Inclusion drops in Advertising Council’s DE&I ...

Create Space Census: Instances of sexual harassment have slightly decreased, but over half of female-identifying respondents still experience being unfairly spoken over or ignored in meetings—a prevalent negative behaviour in Australia's advertising landscape.

4 hours ago

Global media agency rankings: PHD and Wavemaker top ...

Wins in China accounted for most new-business activity during the period.