Vayner3’s Avery Akkineni is helping brands build long-term Web3 strategies

In June 2021, Avery Akkineni launched VaynerNFT as a way to help brands understand and utilize the power of NFTs. Last year, she rebranded the company to Vayner3 as she saw interest from marketers expanding into more facets of the evolving digital world. As Vayner3 president, Akkineni helped expand the consultancy to more than 50 employees who have been building Web3 projects for brands including Bud Light, Johnnie Walker, Cheetos and Crown Royal. The team also activated a high-profile Web3 presence at Art Basel Miami Beach last December. Akkineni believes that Web3 strategies involve a “long-term game,” and should be treated as such. See all of Ad Age's Web3 Trailblazers here “We view the evolution of the internet as an ongoing journey, forever, but part of my role is to help us understand how to maximize the energy of today while planning for where we’re going to be tomorrow,” Akkineni said. “Two years ago it was the right time to do a cool NFT that engaged your customers in a new way and created relevance, especially with the younger generation. Now maybe that right thing to do is a little bit different.” Moving forward, Akkineni said Vayner3 plans to grow its expertise in the extended-reality space and AI. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here What advice would you give to teens about using social media today? Understand how to utilize social media for good and also understand how to protect yourself on social media. How is new technology changing the way you work? I think ChatGPT has changed the way that I work for sure. Whether it is as a reference or [for] a thank you note, I find myself using ChatGPT as a way to automate and codify my thinking and sort of scale my writing abilities—be my proofreader. And I can’t imagine life without ChatGPT. I’ve been an early adopter of a lot of technologies, but I think this is one that has had a profound impact. What piece of technology could you absolutely not live without? My AirPods. What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet? I love podcasts. So every morning I listen to “The Daily”—that’s my go-to. What is the biggest technical leap you’ve had to adjust to in your career and how did you do it? The biggest technical leap that I’ve had to adjust to happened recently with COVID because we were very much an in-person organization prior to COVID, and for most of my career it’s been very much [about] in-person team building. I think COVID normalized sitting on Zooms for eight hours a day and that’s been an adjustment. I’m looking forward to hitting that balance now that we’re getting a bigger Miami office set up with more in-person time.

Vayner3’s Avery Akkineni is helping brands build long-term Web3 strategies

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