Brands can no longer “own their destiny anymore in this Web3 space”, Diageo creative lead for innovation, Grace Astari, pointed out at the recent Campaign Game Changers 2022 in Singapore.
Astari, who is also the co-founder of UNTAM3D, Web3 community for women and non-binary individuals in APAC, was moderating a panel session with representatives from personal care company Colgate-Palmolive, dairy giant Fonterra and leisure attraction Sentosa about how brands can nurture creators in Web3. Here are some key insights:
1. Think long term
Crafting Web3 content requires long-term commitment, said Colgate-Palmolive's APAC marketing director (impactful brand experiences) Lyndon Morant.