Jack Calderwood, the Head of Pulse at draftLine Europe, believes that metaverse is the future of digital marketing for all brands. As our digital identities develop further, we'll pay more attention to those virtual assets that are interoperable and engaging enough to hook us into using them in this space.

Anheuser-Busch InBev's in house marketing agency have been doing this already, with iconic beer brands like Budweiser and Stella Artois getting involved in gameified experiences and supporting online artists. Jack shares the marketing strategy behind this and how other brands can follow suit.

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net