Singapore – Global creative transformation company WPP has partnered with Epic Games, the interactive entertainment company and Fortnite and Unreal Engine developer, to help agencies within WPP deliver a new era of digital experiences for brands in the metaverse.
The partnership will include a new training program to upskill WPP creatives and technologists, consisting of three separate tracks for executives, creative practitioners, and media experts and strategists. It will see WPP teams working closely with experts at Epic Games to learn how to build next-generation interactive experiences leveraging Unreal Engine, an advanced real-time 3D creation tool used across a range of industries including games, film, architecture, fashion, and automotive, as well as music and live events.
Moreover, WPP teams will be able to take advantage of training and tools to create new experiences in Fortnite, where creators can build imaginative worlds for brands inside of one of the most globally popular online games.
WPP will also work with SuperAwesome, an Epic Games company, to deepen its understanding of online safety and privacy to help its campaigns engage younger audiences safely.
Nilufar Fowler, WPP’s executive vice president of strategic partnerships, commented, “We think of WPP as the creative transformation company, one that embraces new environments like the metaverse and sees the potential for clients. Epic’s technology is world-class, and we are delighted to partner with it to raise the bar for social experiences in virtual worlds on behalf of our clients.”
Meanwhile, Matthew Henick, Epic Games’ vice president of metaverse development, shared that the collaboration between Epic, WPP, its clients, and the creator community will accelerate the building of diverse social entertainment experiences that players across the world will love.
“This partnership with WPP bolsters our mission to educate more trailblazing brands and creators on how Epic’s tools across Fortnite, Unreal Engine, and 3D marketplaces like ArtStation and Sketchfab can be used to bring their metaverse visions to life,” said Henick.
WPP said that this partnership follows its recent announcement of The Metaverse Foundry, a new global metaverse offering through Hogarth, its specialist creative content production company.