A Q&A with McKenna Sweazey
A Web3 consultancy helping brands approach the future authentically and effectively.
I’ve always loved content, from magazines to websites to Instagram. I love to see different people’s points of view, hear their thoughts, and understand their perspectives. Ad:tech is a large part of what makes that content financially viable, and I’ve been lucky to have had some great experiences, like at Taboola, evolving the way the open web is monetized.
One of the best things about content is how innovative and platform-agnostic it has to be. If you want people to see what you’re creating, you have to publish where they are. I’m using my marketing and media expertise to launch a Web3 marketing consultancy, metaXmoda, to help brands use Web3 technology, like metaverse events, NFTs, augmented reality, and more!, to find and engage with their consumers.
For me, remote work is tough. I thrive off the buzz and energy of an office. While I’ve often worked in global organizations and am used to connecting and collaborating virtually, 100% WFH was a real mindset switch for me. It’s one I’m still grappling with, in fact, but hopefully, a return to some in-person meetings and hybrid work will give me that IRL buzz back.
My first manager at Yves Saint Laurent, Siddhartha Shukla, is often someone I try to channel. His deliberate consideration of what a brand is and should be is exceptional. He taught me that everything that is visible to the customers, the industry, and the press should exemplify that brand vision. Particularly now, as I think about new platforms, that core intention of maintaining a true expression of brand identity is really powerful and valuable.
Be kind to yourself. Like many people, I can be my own harshest critic, and learning to silence that voice and be excited about or proud of things I’ve done is something I am still working on. But it’s true; we should all be kind to ourselves. And it also makes it easier to be kind to others!
I try to plan my day thoughtfully around my energy. I do a lot of writing and deep-focus work, but I can only do this in spurts, so planning out twenty to forty-minute windows to power write, interspersed with admin work and meetings, helps me be most productive. And in the afternoons, my focus is often shot, so I’ll use that time for a workout or networking chat, something that energizes me in a different way.
Excited, happy, and curious
Of course, I’m biased, but I think the advent of the metaverse, however that looks in ten years, will dramatically influence both content and advertising. The creativity enabled by a 3-dimensional virtual space, whether that’s a headset or desktop, AR or VR, will give everyone a chance to supercharge their visuals and experiences. This change will also cause a revolution in measurement and attribution, as these experiences will be fundamentally different from the “swiping, clicking, then shipping” we are accustomed to.