If you haven't already, you've got to check out Second Life. In case you're not familiar with it, here is a quick primer (thanks Leland). Lately I've been perusing the bricks and mortar business that have developed presences in this online world.
BBH has joined the fray with a spacious virtual agency. They have their trademark black sheep image and their beliefs posted for all to see. They've got several conference rooms with tables, and a swanky coffee bar in back.
I heard Leo Burnett had an office in SL but I couldn't find anything but this giant snow globe thingy.
At first glance it seems the agency environments are simply places for them to showcase work, and give them the right to boast, "Yeah, we have an agency in Second Life." I think it's just as much of an internal boost as anything. But it's not frivolous. Agencies must be at the forefront of this stuff. Tinkering with technology and environments and vibrant new ways to communicate with people is our game, even if nobody is paying much attention at first.
If not agencies, new companies like Millions of Us will lead our client's into this space. They've already helped Toyota launch the Scion simultaneously in the real world and on Second Life. I saw the video. Pretty dorky but a first nonetheless. The concern is that once this becomes truly mainstream technology we'll all be catching up. Now's the time to tinker.