Web3 Marketing Association helps brands shape the future of the metaverse

Backed by founders from major brands and agencies, the new organisation aims to navigate the challenges of next generation platforms, from customer protections to measurement standards.

Web 3 Marketing Association helps brands shape the future of the metaverse

The Web3 Marketing Association (W3MA) has launched as a zero profit organisation to influence the next generation of the internet through the collective power of marketers.

The world’s first marketing organisation solely focused on Web3, its founders and launch partners include senior industry veterans at HSBC, Unilever and Wunderman Thompson.

Beyond participation: helping marketers build Web3 

The organisation aims to help usher in the next generation of marketing where “all brands are able to successfully and authentically participate in the world of Web3, including blockchain, VR, AR and NFTs. 

The organisation sees an equal number of opportunities and gaps in the way Web3 is being developed globally. Lack of customer standards, poor customer experience, non-standard regulatory guardrails, unsustainable blockchain solutions come in the way of authentic brand participation. 

To solve these challenges, W3MA aims to unite marketers and partners from around the world as a “brand and business agnostic organisation”.

The W3MA will focus on research, advocating for standards, creating learning opportunities, connecting partners and creating a robust marketing community that helps build Web3. 

The four key principles underpinning all of the work are: 

  • Community-led

  • Built on trust and transparency

  • Education and inspiration 

  • Openness

“Like an epiphany”

Suresh Balaji, CMO at HSBC Asia Pacific and one of the founders of W3MA, said: “The moment we realised that it was not about bringing brands to web3, but about bringing the power of marketers to build web3 was like an epiphany.

"Marketers care for their customers and their brands, so no better cohort to influence the development of the next generation of the internet.”

The four founders are:

  • Suresh Balaji. CMO, HSBC APAC
  • Dave Wallace, Founder of NMD+
  • Gowthaman Ragothaman, CEO at Aqiliiz, and Former Global Client Lead and Head of Blockchain Practice at WPP
  • Cary Tilds Chief Strategy & Operations Officer at Frameplay

The first two members of the Advisory Board are Justin Peyton, Chief Digital & Transformation Office, Wunderman Thompson APAC and Deepak Subramanian, Exec Board Member Hindustan Unilever. General Manager South Asia Homecare.

Commenting on the launch, Tilds said: “We, the founding team, have a very clear, aligned vision based on past and current significant brand and agency experience, that if we work together to share experiences, we will realise our greatest potential in the Web 3 future.”

Suresh Balaji spoke at PMWs recent APAC event about the opportinities and challnes of marketing in a Web3 world. Watch his full presentation here. 


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