Brands are ploughing ahead with investment in non-fungible tokens (NFTs), from minting their own to developing metaverse spaces. But when it comes to the UK public the impact of NFTs appears far less positive, from their awareness of the tech to how they feel about branded NFTs. In fact, far from offering new opportunities to develop a long-term relationship with mainstream audiences, the majority of the UK public are more likely to feel negatively about brands selling NFTs.
Morten Grubak is the global executive creative director at Vice-owned creative agency Virtue. Last year he helped Coca-Cola sell branded NFTs for over $575,000. We catch up with him to get his take on the use of NFTs in brand marketing.
There s a new wind of change : Virtue hires VCCP s Shirin Majid as European creative leader campaignlive.co.uk - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from campaignlive.co.uk Daily Mail and Mail on Sunday newspapers.
Vice Agency Virtue Names Shirin Majid as Europe ECD adweek.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adweek.com Daily Mail and Mail on Sunday newspapers.