The new unit will be led by Mirko Maccarrone, Director of Web3 Technology, and Iqra Bukhari, Senior Digital Strategist.
Creative experience and technology agency Lightblue is bolstering its digital offerings with a newly-formed specialist tech team, to support clients with strategy and execution in the digital space.
Mirko Maccarrone, Director of Web3 Technology, and Iqra Bukhari, Senior Digital Strategist, have joined Lightblue to lead the agency through a shift in digital culture and behavior. They will head the team dedicated to helping clients understand the infinite digital possibilities at the intersection between the digital and the physical world, with solutions including Web3 strategic consulting, NFT, and metaverse creation and execution.
These appointments are the latest milestone in Lightblue’s intention to decipher the hype around technological innovations amid the new era of Web3, providing clients clarity around why and how they should evolve in this space.
Lightblue’s determination to lead in the tech space is fuelled by the belief that agencies without digital in their armory over the next five years will not survive.
“Any company that doesn’t, won’t last in the next few years,” said Maccarrone, who formerly worked at Huawei and Saatchi & Saatchi. “Think of those that were skeptical about the Internet - they’re not around. Or those that didn’t adapt to the changes of the web and technology over the past decade - Yahoo, MSN, AOL, My Space. It’s important to adapt and evolve with culture and technology,” he added.
For clients, this means approaching their business objectives with Web3 solutions in mind.
“Clients are adopting Web3 in many different ways depending on their industry and objectives. Some are adopting blockchain technologies, some are releasing NFTs, some are integrating with metaverse platforms and some are creating gamified experiences,” explained Maccarrone.
Lightblue’s win of green blockchain Alogrand’s annual global Decipher conference, one of the world’s most anticipated blockchain events of the year taking place at Madinat Jumeirah this November, illustrates the agency’s existing Web3 knowledge and capabilities for future clients.