On February 13, 2023, Mr. Adrian Ts’o, Head of Strategy of the Doyle Dane Bernbach (DDB) Group Hong Kong, gave an insightful seminar to the PRAD3056 Campaign Planning and Management class on NFTs and marketing, entitled “What the FUD? NFTs through the lens of marketing.”
Using the Yin-and-Yang diagram, Adrian shared the ideas about NFTs applied in marketing, including how the creators and holders of the NFT projects would have different viewpoints, values and foci, and how NFTs can reframe a loyalty program’s value, investment and ownership for consumers and brands. Adrian further pinpointed the risks and challenges of using NFTs for marketing. Finally, Adrian concluded the sharing with three suggestions for students to prepare themselves for the NFT era.