tl/dr: We're a community of over 150 marketing and advertising professionals, from 100+ agencies, fortune 1,000 brands, and web3 startups.
It seems like just yesterday we were at the beginning of the web2 era, with the promise of the democratization and removal of middlemen.
If you worked in the marketing or advertising field, the excitement of having a direct conversation and relationship with your customers was almost euphoric.
However, that change never fully materialized. Just like independent creators, brands got the short end of the stick as web2 matured. Rather than investing marketing dollars into content, experiences, and events that create value for their customers, brands were forced to pay yet another rent seeking middleman. This time around those middlemen came in the form of Google, Facebook, and Amazon, the three largest advertising machines to ever exist.
As we look ahead to web3, those in the marketing and advertising industry are yet again excited about the prospect of having a direct relationship with their brand's customers—and, the removal of extractive middlemen isn't the only thing to get excited about with the rise of web3.
There are new models for brand architecture yet to be discovered.
The financial model for brand equity will be redefined.
Community ownership will change how brands create and add value.
Decentralized and ubiquitous creative story telling across a world of dapps will flip every customer journey and marketing funnel framework on its head.
There is no question that a brand building renaissance is upon us.
And that's just the business-to-consumer side. The business-to-business, and soon, the DAO-to-DAO side of the marketing and advertising industry is set for a sea change like we've never before seen.
JUMP is a manifestation of this change—the first tokenized community for marketing and advertising professionals.
In the mid-1990s the Internet Advertising Bureau was born. If you wanted to learn about building brands on the Internet, it made no sense to talk about it on the phone, or write newspaper articles about it. The natural step was to get hands-on by creating a website, a blog, and a newsletter.
As the social and mobile era of web2 emerged in the early 2000s, associations were created to help move the marketing and advertising industry forward once again.
We've reached a new inflection point. A next-generation community is needed to make the transition to web3.
However, the traditional industry association model isn't adequate—it cannot teach us or solve for the needs of tomorrow.
In February of this year, JUMP joined Seed Club's second social token accelerator cohort to build a new framework for how a B2B industry community, with B2C dynamics, could come to life.
Today, JUMP has over 150 members representing over 100+ advertising agencies, fortune 1,000 brands, and web3 startups.
By design, JUMP is a tokenized community that will learn, educate, and build using web3 fundamentals. This begins with the $JUMP token, our native access, rewards, and coordination mechanism.
We imagine a world where the best creatives, strategists, project managers, brand managers, technologists, analysts, media planners, content creators, PR managers, and many more within the marketing and advertising industry have shared value creation through the $JUMP token.
Here's our roadmap:
Create a space for education, networking, and professional growth.
Set industry best practices for web3's creative, marketing, and advertising services.
Fund, build, and contribute to web3's martech and adtech stack.
Use tokenomics and web3 fundamentals to build the JUMP community.
Currently, $JUMP tokens can only be earned through participation and value creation within the community. Never before have independent participants in the marketing and advertising industry been able to create and share value like this.
It's time to JUMP into web3.
Are you a PR professional? Help JUMP tell its story in the media. Reach out to @jeffkauffmanjr on Twitter.
JOIN SEASON ONE
We've launched three teams for Season One: Research, Events, and Newsfeed.
On our research team, dive deep with us to bring forth new models, tech, and services for building brands. We see Mirror as our platform to distribute these findings in a way that's native to web3.
On our events team, help create a space for learning, networking with web3 experts, producing hackathons, and promoting thought leaders within the JUMP community.
On our newsfeed team, help curate web3 news that's relevant to those in the marketing and advertising industry.
Get involved and join us at JoinJump.Community.
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