{"id":1432,"date":"2022-09-30T13:46:00","date_gmt":"2022-09-30T13:46:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/markenfest-2022\/"},"modified":"2026-05-26T15:38:22","modified_gmt":"2026-05-26T15:38:22","slug":"markenfest-2022","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/markenfest-2022\/","title":{"rendered":"Sparks SVP of Strategy Speaks About Metaverse in Germany"},"content":{"rendered":"<div class=\"l-block-editor\"><!--[--><\/p>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p dir=\"ltr\">With revenue opportunities in the metaverse predicted to reach <a href=\"https:\/\/www.bloomberg.com\/professional\/blog\/metaverse-may-be-800-billion-market-next-tech-platform\/\">$800 billion by 2024<\/a>, many large, global brands have already established a presence in the space. Other brands are cautiously waiting by the sidelines, wondering if the hype is worth the investment.<\/p>\n<\/div>\n<\/section>\n<section class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\">\n<figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\">\n<div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\">\n<div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Marc Herron, Senior VP of Strategy at Sparks<!--]--><\/div>\n<\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\">\n<p>The time to build your strategic plan for the metaverse is right now. It\u2019s time to include the metaverse into your campaigns, along with the other experiences you create as a brand. This is not just about gaming or creating fun collectibles. This is about creating business value.<\/p>\n<\/blockquote>\n<\/div>\n<p><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure>\n<\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p dir=\"ltr\">Herron, along with Bob Bonniol, co-owner of <a href=\"https:\/\/modestudios.agency\/\">Mode Studios<\/a>, presented at the <a href=\"https:\/\/www.markenfestival.com\/\">Marken Festival<\/a> in D\u00fcsseldorf, Germany on September 14th, offering insights about how brands can move beyond the hype to utility and create live engagement in the metaverse.<\/p>\n<p dir=\"ltr\"><\/p>\n<p dir=\"ltr\">This was the first year for the festival, which chose \u201cBrands in the Metaverse\u201d as its inaugural theme and focused on global trends such as sustainability and purpose-driven and influencer branding. About 400 brand decision-makers attended the festival, which was held in a large soccer arena in D\u00fcsseldorf.<\/p>\n<\/div>\n<\/section>\n<section class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\">\n<figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\">\n<div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\">\n<div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Bob Bonniol, Co-Owner of Mode Studios<!--]--><\/div>\n<\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\">\n<p>As a hybrid experience agency, we\u2019re constantly exploring. We\u2019re always asking questions like, Who is our audience? Where do they show up? How do we become visible to them? And right now, part of the answer to that question is the metaverse.<\/p>\n<\/blockquote>\n<\/div>\n<p><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure>\n<\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p dir=\"ltr\">Herron and Bonniol demystified the metaverse to Marken Festival attendees, by cutting through the jargon and focusing on how companies can use the metaverse to create defining brand experiences. \u201cThe metaverse is going to be everywhere we look,\u201d said Herron. \u201cWhether it\u2019s in education, commerce, entertainment, leisure or retail, we\u2019re going to witness the metaverse in everything that we look at. Brands need to think about how they want to show up in a hybrid world.\u201d<\/p>\n<p dir=\"ltr\"><\/p>\n<p dir=\"ltr\">Bonniol echoed Herron\u2019s sentiments by giving several examples of projects that had layers of the metaverse stitched into them. \u201cBrands that want to do something in the metaverse can do it very easily right now by weaving the metaverse into an existing event or trade show program strategy.\u201d Bonniol said. \u201cYou can create a presence that goes from IRL to URL and transform your audience into a community.\u201d<\/p>\n<p dir=\"ltr\"><\/p>\n<p dir=\"ltr\">Marianne Vendelbo, VP of International Business at Sparks and Carsten Nadler, VP of Business Development in Europe, traveled from Paris and Switzerland respectively to attend the event. Both noted that the energy and expertise that Herron and Bonniol brought to the festival created a positive momentum for conversations about the metaverse and about the innovative engagements that are possible for brands in that space.<\/p>\n<p dir=\"ltr\"><\/p>\n<p dir=\"ltr\">Headquartered in Philadelphia, PA, Sparks has offices across the U.S. as well as in France, China and the Netherlands. With local project managers in Australia, Germany, Italy, Spain, Switzerland and the United Kingdom, Sparks leverages global talent with a trusted partner network to provide world-class live and virtual experiences in the U.S. and Canada, as well as over 60 countries in Europe, the Middle East, Africa, Latin America and Asia Pacific.<\/p>\n<\/div>\n<\/section>\n<section class=\"c-cta-block\" with-spacing=\"false\">\n<div><img decoding=\"async\" class=\"a-img\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/markenfest-cta.jpg\" alt=\"Marken Festival cta\" width=\"1272\" height=\"854\" srcset=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/markenfest-cta-1.jpg 400w\" type loading=\"lazy\"><\/div>\n<div class=\"mt-7 sm:mt-0\">\n<h2 class=\"whitespace-pre-line text-2xl font-semibold\">Watch the presentation here<\/h2>\n<div class=\"text-center sm:text-left\"><a href=\"https:\/\/www.markenfestival.com\/business-zone\/detail\/beyond-hype-to-utility-creating-live-engagement-in-the-metaverse\/\" target=\"_blank\" type class=\"a-button a-button--component_a a-button--variant_solid group inline-flex items-center justify-center gap-1 transition duration-300 truncate text-base font-semibold py-3 px-6 border min-w-[10rem] bg-sparks-black text-white border-sparks-black hover:text-sparks-black hover:bg-transparent group-hover:text-sparks-black group-hover:bg-transparent mt-7 sm:mt-4\"><!--[-->Marken Festival<!--]--><!--[--><!----><!--]--><\/a><\/div>\n<\/div>\n<\/section>\n<p><!--]--><\/div>\n<p><!----> <!----><!----><!----><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With revenue opportunities in the metaverse predicted to reach $800 billion by 2024, many large, global brands have already established a presence in the space. Other brands are cautiously waiting by the sidelines, wondering if the hype is worth the investment. Marc Herron, Senior VP of Strategy at Sparks The time to build your strategic [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":1433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-1432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sparks SVP of Strategy Speaks About Metaverse in Germany - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/markenfest-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sparks SVP of Strategy Speaks About Metaverse in Germany - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"With revenue opportunities in the metaverse predicted to reach $800 billion by 2024, many large, global brands have already established a presence in the space. 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