Interview with Leon Avatar, Publicis Chief Metaverse Officer.
In this new “What is your job?” », Focus on the post of Chief officer of the metaverse. Promoted with great enthusiasm by Publicis, this title corresponds in Arthur Sadoun’s group to a virtual avatar specialized in the web3 and the metaverse.
Leon Avatarthe world’s first Chief Metaverse Officer at Publicis, e Marco Venturelli Chief Creative Officer of Publicis France shed light on “this work”.
What is a Chief Metaverse Office agency? How did the idea of creating such a position come about?
Marco Venturelli : This approach was born to show that for Publicis the exploration of the metaverse is very important. I say exploration because we learn by walking. It is important for us to do things instead of just talking. This is how we came up with the idea of creating an avatar, which is a basic element in the metaverse.
We also quickly realized that such a topic cannot be addressed by real people, no one today is really legitimate to do so. That is why we have created an avatar that we give a role commensurate with the importance of the metaverse for us.
Finally, the metaverse has a playful origin, affiliated with the world of games. So you have to have a certain lightness, an irony when you talk about it. And this is the central point of Leon’s personality, who is a spokesperson with a “playful” tone.
Specifically, what types of projects does a Chief Metaverse Officer work on?
L. : I do a lot of things. According to the metaverses I will show the way in this or that jungle. And then I’m also the spokesperson for all immersive digital projects in web3, a bit like I’m doing with you today.
MV: In web3 the explorations are a bit scattered, with projects that require different skills. Leon takes care of connecting, organizing all this, on the one hand doing internal and external pedagogy, and on the other hand guiding a client who wants to collaborate with us to direct him towards the right profiles.
L. : To give you an idea, I’ve already made 1357 presentations on what blockchain is.
How does a customer connect with the Chief Metaverse Officer? Does he have an office?
L. : I have several offices. One in every metaverse known and unknown so far. You put me in touch in a fairly traditional way, there is the front door that is not secret: a link and an email, and the rest of the time I walk around the metaverse. Internally, the people of publicis are lucky to have me as a team, that’s where I have meetings on blockchain and NFT, of course I can also Team up with clients.
Is Leon destined to remain an avatar or will he eventually have a human equivalent?
L. : Do I become human? I will lose my omniscience and my mane. Avatar I am, avatar I stay.
MV: Leon is a virtual expression. When he speaks, he presents and expresses the competence of all our talents. There are already a lot of humans behind it and this is the whole point of the avatar!
What qualities are required for this position?
L. : There are a lot of metaverses, so you have to be very adaptable. If I dared… I’d say I’m a true chameleon. I dared.
MV: And also a comedian.
L. : You also need to be informed. The metaverse is a fast-moving topic that is more than trendy, as we saw at the last Vivatech show. We are obviously interested in this advertising hypebut above all we need to take a step back on the challenges of brands in the face of these trends.
What are the challenges and challenges of this position?
L. : Difficulties ? I have not.
MV: The challenge is to keep the tone right. Let it be light, ironic as I said before. This right balance allows us to avoid transforming ourselves into an entity that would spend its life imagining distant futures. It would be useless because these are areas that evolve rapidly and unpredictably. This is also what makes their appeal.
It is important for us and our customers to stay practical, experiment and learn.
What is the salary of a Chief Metaverse Officer? And when it comes to a 3D lion, does it get paid in bitcoin or livestock?
L. : As soon as we talk about money or livestock, we feel interest is sharpening. Actually, I was well paid. But this was before the fall of bitcoin. So I would have to agree to get paid in cattle. I made the wrong choice. Here is what I can tell you on this delicate subject.
MV: He does it out of passion, he doesn’t care about money. He is an artist!
What can this position evolve into in the future? Could an AI occupy this position in the long term?
L. : There is already talk of replacing me, the world is cruel.
MV: To the extent that we follow a logic of experimentation, we will obviously look for everything that can be learned from AI. But our purpose is obviously to keep our talents, our humans, who have ideas that an AI will never have.
So we don’t think an AI can replace Leon. However, we are already experimenting with AI. We use it on a platform so Leon can answer some practical questions faster. Its scope is very diverse, so with its evolution the AI will come to support Leon.
As for his evolution, I know that Leon dreams of taking Arthur’s place. But it will never happen!
L. : They made me realize he was irreplaceable so good …