The Zeno Group has announced the launch of Z3, a global think tank dedicated to helping clients navigate the rapidly evolving world of Web3. Led by Rob Stone, Director of Digital Strategy and Innovation at 3 Monkeys Zeno in London, Z3 aims to assist clients in maximizing their business impact in the metaverse, blockchain, cryptocurrency, and beyond.
One of Z3’s primary goals is to enhance clients’ brand engagement and corporate reputation. To achieve this, the initiative offers a range of products and services including training, strategy development, creative production, issues management, and event production. Z3 also promotes diversity in the metaverse and tracks industry trends.
As an early adopter of digital technology, Stone is well-equipped to oversee Z3’s efforts to assist clients in developing strategies for the metaverse, activating marketing campaigns using virtual and augmented reality, launching cryptocurrencies, and building non-fungible token (NFT) projects. The Zeno Group consults clients in a variety of sectors including food and beverage, health, retail, financial communications, hospitality, and consumer products.
In addition to helping clients navigate the complexities and skepticism of Web3, the Zeno Group is also making its own foray into this exciting new realm. The agency has acquired land on major metaverse platforms such as Decentraland, which will serve as a “playlot” for employee and client experimentation and interaction.
According to Stone, Web3 presents the same kinds of challenges for brands that social media did a decade or so ago. “We’re talking about this big open world, often decentralized platforms. That can seem scary. That’s one of the reasons we set ourselves up to provide an expert guiding hand for all of this,” he said. As such, it’s more important than ever for marketing, PR teams, and communications teams to start thinking about how they can integrate Web3 into their broader marketing mix.