Depending on how you see it, crypto is either the future, a fad or a Ponzi scheme developed by and for the rich; the truth is marketers have only just scratched the surface when it comes to the opportunities it offers, according to Simon Kearney, strategy and insights director at global brand consultancy Wolff Olins.

Whether it’s brands placing their bets and diving deep into the metaverse, celebrities spending big on NFTs, or publicly traded companies adding Bitcoin to their balance sheets, crypto continues to play an outsized role in the cultural conversation and the minds...