On the latest episode of MAD//Insight’s partner podcast, Shiny New Object Podcast, John Sadeghipoor, Director of Marketing, Free People Europe, at URBN, tells us all about why 3D worlds are the future of marketing and how we should approach data seen as the consequence of actions.

The future of data driven marketing is inextricably linked to tech development. For John Sadeghipoor, the evolution of Apple Vision Pro and “face computers” heralds the inevitable ubiquity of 3D Worlds - his shiny new object.

John is the Director of Marketing, Free People Europe in the URBN Group. On the podcast, we talk about his career evolution through the world of fashion and retail, as well as his new behaviour development to lean into mindfulness, mental health, and balance.

Data Is Purely A Consequence of Actions

The relationship between creative and data needs to take into consideration the original stimulus. As John puts it: “unless there’s something in the real world that’s stimulated someone to search, [your marketing] is purely based on what you’re not giving… like you’re not giving fuel to a race car.”

This perspective underscores the importance of investing in creative execution: "Your investment isn't purely other media, or media partner. It's how you're going to execute the creative and how much you're going to invest in that creative." We talk about the significant sums that models and creators command for their work, as an example of investments that can make or break a campaign.

The Rise of 3D Worlds

3D worlds could revolutionise the future of data-driven marketing. John envisions a future where these 3D worlds, powered by lightning-fast data speeds and hyper-realistic visuals, will enable immersive experiences for entertainment, commerce, and even mental health. As he notes, "You can immerse yourself in not just 3D worlds, but interactive films or movies, or games, or just shopping experiences, and the commercial side of this is you can reach a global audience."