Catherine D. Henry helps brands reimagine their presence in 3D

A self-described “metaverse evangelist,” Catherine D. Henry uses her 20-plus years of experience as an economist and a futurist to help companies re-imagine their presence in 3D. As senior VP of metaverse, Web3 and innovation strategy at Media.Monks, Henry shows brands how to navigate platforms, communities, commercial opportunities and NFT strategies while identifying future trends in the metaverse. Last year, Henry made history by launching the first awards shows in the metaverse: the Logitech Song Breaker Awards, honoring content creators who are influencing pop music. The event featured Lizzo, Gayle and Jayden Smith. In addition to her work at Media.Monks, Henry wrote the upcoming book “Virtual Natives: How a New Generation Is Using Technology to Revolutionize Work, Play, and Culture” with her colleague Leslie Shannon. The book, set to be published by Wiley in September, focuses on the kids and teens who were born into a world where virtualization is increasingly central to their existence, experiences and expectations. In the book, Henry explores how these virtual natives are using Web3 technology to connect, communicate, commercialize and create culture in virtual spaces. “It was a hell of a lot of work to research and write it, especially while tech advances so quickly in real time,” Henry said. See all of Ad Age's Web3 Trailblazers here What advice would you give to teens about using social media today? In our book, we show how teens will be the ones leading the vanguard of change; the virtual natives are the most fluent in new technology and creating amazing things. If anything, I spend more time learning from them about using social media. I’m fascinated and obsessed with emerging virtual communities and culture, and how this affects their relationship with the world, brands and the things they love, and with each other. How is new technology changing the way you work? I am an interpreter. I explore multiple options for how people will work, play and socialize using new technologies, and I map that out. So it doesn’t change how I work—rather, I help you understand how it will change how you work. And in my role at Media.Monks, that’s exactly what I get to help our partners do. What piece of technology could you absolutely not live without? My laptop. As a strategist and thought leader, I need to research, create reports and analyze what’s happening so people can make sense of it and plan accordingly—so the device is almost an extension of myself. For me, new technology is about experiencing awe. Experiences like Felix & Paul’s augmented reality storybook with Jim Henson’s team nearly brought me to tears because it was so magical. I am a big fan of my Quest 2 headset, and Jeri Ellsworth’s Tilt Five tabletop AR game is really awesome, too. What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet? I’m constantly researching and reading a broad array of sources, so I don’t have much time for podcasts. My one staple, however, is Kara Swisher’s “Pivot” with Scott Galloway. I respect Kara Swisher’s work, and I not-so-low-key aspire to also have a successful podcast or TV show on tech and culture one day! What is the biggest technical leap you’ve had to adjust to in your career and how did you do it? The biggest leap was cultural. With over 15 years in investment banking as a specialist in frontier technologies, it was hard to break into advertising and media, even though culture and technology have never been more closely allied. I hope my book will clarify the cultural revolution we are experiencing, and how new generations will take new creative tools to fashion completely new experiences. It’s a very exciting time to be alive. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Catherine D. Henry helps brands reimagine their presence in 3D

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