The news: Epic Games announced a partnership with WPP to help it offer a digital experience for brands in the metaverse.
Agency opportunity: WPP sees metaverse initiatives as an opportunity to better service clients—and perhaps take more market share from its competitors.
What it means: Consumers will spend more and more time in virtual worlds. It won’t happen overnight, but major players like WPP—and their clients—are willing to spend on test-and-learn opportunities so that they understand the mechanics of marketing in immersive environments before their competitors do.
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