British comms group is launching ‘world’s first virtual PR agency’

Client meetings will be conducted within virtual worlds such as Sandbox, a virtual reality video game, and the agency will specialize in work intended for virtual platforms.

Founding clients of the virtual agency include the Institute of Engineering and Technology and whisky brand Monkey Shoulder. The agency recently created an NFT collection for the latter.

Johnson explains to The Drum the need for a virtual agency, saying: ”While there have already been some brilliant activations in the metaverse, most brands are still working out their approach. We’ve had dozens of conversations with clients and it became clear that there was a real need for a meta-first agency model that could deliver clients an end-to-end solution – planning, building, executing and amplifying.”

W3 already has 10 members of staff and the agency is currently filling further positions.

Johnson says that day-to-day agency business, such as client meetings, would be conducted within the metaverse. ”The spaces we are building will be multi-functional, including the ability to facilitate day-to-day agency needs.”

While W3 has initially focused on Sandbox – a game run on the blockchain that allows users to monetize in-game assets, including ’virtual property’ – Johnson says it was already considering other platforms. ”The primary investment has been acquiring developer talent, including motion designers, 3D engineers, blockchain developers and a metaverse community manager.”

In the real world, W Communications operates offices in London, New York and Singapore, while its clients include Spotify, Adidas, Disney and Unilever.