Brands and agencies are demonstrating their commitment to the metaverse with the advent of the metaverse director role, a role dedicated solely to researching and strategizing around virtual worlds.

Disney, Procter & Gamble, LVMH, and Creative Artists Agency have appointed metaverse directors. Cathy Hackl leads consultancy Journey in the role, and Publicis gave the title to a virtual lion named Leon, who has his own LinkedIn page and email address where he can answer questions about virtual worlds.

Agencies are creating metaverse roles, too: Publicis Media recently hired Katie Hudson as managing director of futurescapes in the group’s content and innovation practice, a team of about 1,000 people who specialize in Web3 and metaverse technology. Other agencies like…