Web3 creators: How APAC brands can nurture them

Low Lai Chow

With Web3 set to transform the creator economy, a panel discussion at Campaign Game Changers 2022 discussed how brands can better engage Web3 creators and their content.

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.

"What...

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