VMLY&R COMMERCE US Appoints McDonald Predelus as First VP Creative Director of Web3

VMLY&R COMMERCE US has announced that McDonald Predelus has been named its first VP creative director of web3. As a pioneer of the web3 space, he draws on his experiential expertise to ensure agency brands enter these new worlds with knowledge and understanding of their culture and communities, and how to commercialise the consumer experience. 

“We are thrilled to have McDonald join the VMLY&R COMMERCE team, especially with his web3 experience,” said Manuel Borde, global chief creative officer, VMLY&R COMMERCE. “Web3 is the hot topic amongst clients and brands, but we’re only beginning to scratch the surface on the potential it brings for creative commerce. McDonald’s knowledge will help to accelerate our offer and empower our teams to be leaders in this emerging space.”

Prior to VMLY&R COMMERCE, McDonald spearheaded award-winning activations for American Express and Verizon. He also worked with leading industry brands such AT&T, Nike, Mondelez and McDonald’s resulting in award recognition from programs such as Clio Sports, National ADDY, HOW Design Award, and more. In 2011, he founded Ghostskate, a community-based skate organisation based in New York, Chicago, and now also the web3 space. It is currently the largest skate meet-up group in the United States. McDonald has also been a guest speaker at Art Basel Miami, NFT NYC, ETH Denver and more.

As web3 technologies like blockchain and NFTs gain traction in the mainstream, brands and retailers need to stay relevant to keep up,” added McDonald. “Joining up with an agency focused on aligning the forces of technology, creativity and commerce is an exciting proposition.”

McDonald joins as part of 'co:lab', the VMLY&R COMMERCE team dedicated to helping clients collaborate, be it with brands, social platforms, or emerging channels. He will be focused on leading our clients into the future of commerce.