Maxwell Harberg Email & Phone Number

Gb

My role includes selling, strategizing, developing and implementing emerging technologies solutions (AI + Immersive Tech) for our F500 clients. My work spans across multiple clients, disciplines (marketing, customer experience, and product), channels (digital, experiential, social), teams (experience designers, strategists, technologist/developers) and is both US and global in nature.My key responsibilities include: • Pitches & Proposals• Strategy & Technology Implementation• Account & Project Management• Client Workshop Facilitation• R&D• Thought Leadership• Presentations & KeynotesAdditionally, I serve as a global PMO and coordinator, helping oversee the integration of immersive services across PwC's global network and leading meetings with senior partners, key stakeholders, and our 4000+ member Metaverse Community of Interest.I speak at international conferences, universities, and firmwide sessions about immersive experience strategy for brands and GenAI for front office transformation. I have also contributed to publications discussing the impact of immersive technology on advertising.I manage the relationship between PwC and the Texas Immersive Institute (UT Austin)––Previous Client Projects:• GenAI Strategy Development & Implementation (governance, tech stack, RAI frameworks, playbooks)• Customer Analysis & Engagement Strategy• GenAI Workshops (marketing, CX, back-office)• Immersive Technology Workshops, Strategy Develop & Implementation (front-office, back-office)• Web / Mobile App Design Strategies• Immersive Environment Development• Heuristics & Accessible Design Assessment, Strategy & Development

Gb

I was one of PwC's Innovation Team's original members and helped develop the firm's offerings. I helped lead and grow our pipeline, directly identifying and working with 30+ clients across many industries, including: entertainment, telco, real estate, healthcare, industrial. I served as the US Core Team Immersive Tech Project Manager (Aug – Oct) as we grew and restructured the teamI helped design our internal metaverse learning and development programming. Sessions included: Metaverse 101 / Metaverse Hardware & Software / Marketing in the Metaverse.I served as a global PMO and Coordinator, working with PwC's global network to drive and implement immersive services in their country's market. I spoke at global conferences and internal upskilling sessions about metaverse brand integration, web3, & virtual beings.I worked with the Austin Staff Council to build a sense of community and culture in the Austin PwC Office through social and philanthropic events.

Investor that consults C-Suite Executives on implementing metaverse/immersive experiences in work for clients (events, live streams, music festivals).Integrally Involved with launching "Evolve" and "Emerge" - XR/web3 offerings for clients such as Rolling Loud, Knitting Factory, and The Emmy Awards.Previously Account/client Relations Manager: helped sell and manage all "Evolve" and "Emerge" clients. This included creating pitch decks, marketing materials, and case studies for "Evolve" and "Emerge" projects.

Austin, Texas, Us

Conduct academic research, participate in industry summits, and mentor students in the Texas Immersive Institute. Key Involvement:- Spring 2022: Social Impact Build Fest (hack-a-thon) Judge- Summer 2022: "Virtual Beings" Industry Roundtable Participant- Summer 2023: "Future of Commerce" Industry Roundtable Participant

Austin, Tx, Us

Topic: "The impact of emerging technology, virtual beings and immersive experiences on brands and advertising"

New York, Ny, Us

Topic: "The impact of emerging technology, virtual beings and immersive experiences on brands and advertising"

Atlanta, Ga, Us

Led strategy for all of our campaigns: social media Influencers, meme marketing, AR lenses, NFT/POAP Collections, Original TikTok songs and virtual human partnerships. Pitched and won Offbeat’s largest client to date (in August 2021), The Cheesecake Factory.Participated as a panelist, speaker, and participant at national and international conferences about brand integration in the metaverse, web3, and virtual beings: Blockchain World 2021 (Abu Dhabi) Infinity Festival 2021 (Hollywood), SXSW 2022 (Austin, Texas).Assisted in crafting our strategy for the launch of our first Virtual Being–Zero, his virtual community, and corresponding NFT collection.Clients included: Samsung, The Cheesecake Factory, McDonald's, Formula E, Diageo / Captain Morgan, OMD, TikTok

Atlanta, Ga, Us

Helped produce Offbeat's short-form social show: "Excuse Me, What?," which garners 1-million views per weekly episode. Created short-form media posts for "Excuse Me, What?" social media channels (TikTok, Instagram, Facebook, and Twitter). Wrote initial episode scripts for "Bussin' Eats," an Offbeat x Jellysmack social show.

Austin, Texas, Us

TXC is a highly selective portfolio sequence at UT that mimics traditional agency life with collaboration between copywriters and art directors. Ideate and develop creative campaigns for 3-4 clients per semester across multiple mediums: print, digital, TV, and experiential. Portfolio critiqued each semester by creative directors from renowned agencies, such as DDB, GSD&M, Dell Blue, and Leo Barnett.

Austin, Texas, Us

I was among one of the original graduate students that helped build the Texas Immersive Institute. TXI is a highly selective institute at UT that mimics an experiential agency with collaboration between writers, designers, producers, technologists, and strategists. With access to cutting-edge technology and industry-leading company partnerships, students research, strategize and design experiences that address significant challenges for clients.My work included:TXI Fellow: Developed partnerships with industry-leading media, tech, and consulting companies to host an international delegation of technology executivesCreative Director for BLU: Your Asthma Friend: A virtual being/AI mobile app we created to educate adolescents on how to control their asthma (Client: UT Health).Interactive Director for "Roses of the Rubble": A live-theater emmersive experience that was shortlisted for a BAFTA Award (Client: ZEPETO).Co-Founder of 'DIVE' Texas Immersive Student Club: An opportunity to get students involved that aren't in the institute – to collaborate on immersive experiences and playtest new-tech.

Oversaw all aspects of student life for the Advertising Graduate program at UT, which included networking events with industry leaders, panels, and town halls. Led a board of 11 members.

Austin, Tx, Us

Chaired the annual TXADPR Bowl–a live campaign in which we highlight Super Bowl ads.

Austin, Tx, Us

Managed 3 department leads and 30 students (Original Content, Content Management, Data Analytics).

Austin, Tx, Us

Wrote original content for TXADPR Publication and assisted with TXADPR Bowl (Annual TXADPR campaign that highlights Super Bowl ads).

Austin, Tx, Us

Demonstrated mastery and helped teach sports, media, advertising, and negotiation classes.

Austin, Tx, Us

Resident Songleader for Shalom Austin and Jcamps. Created and implemented a music curriculum and songbook for Jcamps. Helped adjust all summer programing for COVID-19 (Summer 2020).

Indianapolis, In, Us

Selected to serve as 1 of 4 students on the ZBT Board of Trustees. Only undergraduate to serve on 2019 CEO Search Committee. Developed the strategic plan for the international fraternity, which included: brand, budget, initiatives, and recruitment goals. Assisted in multiple leadership summits for recruitment officers and emerging leaders.

Austin, Texas, Us

Designed and budgeted $1M production for NFL Draft, Bonnaroo, Lollapalooza, and Innings Fest. - abruptly modified for Covid-19. Originally staffed to be onsite assistant to executive producer, but had to pivot all plans due to the pandemic.

Austin, Texas, Us

Led Fall Associate Show (benefited Austin Music Foundation); managed booking, promotion, production, and sponsorships teams. Worked onsite with the media team at Austin City Limits Festival 2019 and managed the Press Lounge at Voodoo Fest 2019 in New Orleans. Maintained organization of all media buys and deals per ongoing C3 events.

Austin, Texas, Us

Assisted managers with tours, concerts, advancements, expenses, and riders for the C3 artist roster. Helped with Madeon's (artist) "All My Friends" single release and "Good Faith" album release.

Unanimously elected by the IFC chapter presidents to oversee all 24 chapters with 2,500+ members. Served as the liaison between IFC, UT, alumni, and national organizations. Led an 8-member Executive Board and a 10+ member Cabinet. Established the 1st annual Presidents Academy for all UT IFC Presidents-flew in the CEO of the National Interfraternity conference. Spearheaded the first IFC-Wide Summer recruitment program that corresponds with UT-wide freshman orientation (now an annual event).

Spearheaded a commercial music festival with A-list artists, 24 events, and 11,000+ participants. I Implemented: RFID technology, 3rd party security and EMS onsite, online ticketing, and official hydration stations. Partnered with: Intellitix (RFID), Texas One (security), and Code Four (EMS). Raised $120,000 for B-Positive and other notable Austin charities.

Led the marketing cabinet of 2 officers, redesigned Texasifc.com, and created/managed a media campaign for IFC’s Annual Roundup event–reached 65,000,000 people.

Fort Worth, Tx, Us

Managed the production of live commercial entertainment events, sourced leads, and worked with A-list artists, including B.O.B. and Waka Flocka Flame.

Master Of Arts - Ma, Advertising

Bachelor Of Science - Bs, Advertising

Education record

High School Diploma