This week on The MCA Prodcast Pat Murphy talks to Darren Richardson. Darren is Global Senior Partner, Chief Creative & Technology at VIVALDI* and has worked at the cutting edge of creative campaigns around the world for more than two decades. Darren is also an expert in emerging technologies.

Darren and Pat discuss the future of the metaverse – the online world where we will be socializing, interacting, shopping and playing. Is the metaverse a good idea? Where will it lead, and how will advertising have to adapt to win over consumers in an entirely digital universe?

Darren reveals the brands that he thinks are already very effective at utilizing the metaverse from the fast-food chain that’s launched their own digital world, to technology being used to deter rubberneckers at the scene of a road traffic accident.

Darren also reflects on the changing age of the advertising industry; how teams are getting younger and how that can present both strengths and challenges when trying to fulfil a clients’ brief.

* At the time of recording, Darren was in his previous role as Chief Creative Technologist and Managing Director at VMLY&R.

Watch Darren’s favourite ad: Old Spice – The Man Your Man Could Smell Like

Hosted by Pat Murphy

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