Martech Web3 The Drum Podcasts

‘Houdini in handcuffs’: will web3 really bring a sea change for marketers and consumers?


By Chris Sutcliffe, Senior reporter

March 30, 2023 | 2 min read

Under the rubric of web3 we've been promised a lot: immersive entertainment, widespread decentralization, new ownership models, and countless other goodies. Are any of these things really round the corner? If they are, what does that mean for marketers? And if not, what should they be looking forward to instead?

Senior reporter Chris Sutcliffe is joined by Lottie West, global head of PR, Fox Agency; Russell Nuzzo, head of new media measurement, Gain Theory; Linda Xiao, director of creative technology, strategy, Momentum Worldwide; and Brian Yamada, chief innovation officer, VMLY&R, to discuss:

  • Anecdotally, web3 has dropped off marketers' priority lists for 2023, with AI having taken its place. Is it necessarily a bad thing that some of the hype has been lessened around web3 for marketing?
  • What are the best examples of web3 tech being used by brands - and how does it intersect with how consumers and audiences are using web3?
  • Where is there still headroom for development in web3? Are we still waiting for true utility with NFTs, interoperability of metaverse platforms etc.?
  • Where should smart marketers place their chips for web3 - and does it vary between verticals and sectors?
  • How optimistic are you that web3 will deliver on its promise in the next two, five, ten years?
Martech Web3 The Drum Podcasts

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Fox Agency

Fox Agency is an award-winning integrated B2B marketing and PR agency for the world’s most innovative tech brands.

We solve business challenges with smart...

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Gain Theory

Gain Theory is a global marketing effectiveness and foresight consultancy with expertise in data, advanced analytics, and technology. We exist to accelerate growth...

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Momentum Worldwide

Momentum Worldwide is a global experience agency partnering with and transforming the world’s most famous brands since 1987. Built on the simple truth that it’s...

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VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated...

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