As the cryptocurrency industry moves further into mainstream finance, the events shaping its direction are becoming increasingly important for companies competing for attention across digital assets, blockchain infrastructure and Web3. Wachsman is extending its long-running communications relationship with TOKEN2049, continuing as the event’s Agency of Record as it prepares for its 2026 Singapore edition.
Wachsman Extends TOKEN2049 Role as Crypto Event Builds Global Media Reach
The cryptocurrency industry’s evolution has created a more complicated communications market. What was once a relatively concentrated community of blockchain developers and crypto startups now includes exchanges, financial institutions, infrastructure providers, investors, technology companies and increasingly mainstream consumer brands.
Against that backdrop, TOKEN2049 has become one of the industry’s largest gathering points—and communications has become a significant part of how companies compete for attention around the event.
Global strategic communications firm Wachsman is extending its role as TOKEN2049’s Agency of Record, continuing a relationship that began with the event’s first edition in 2018.
The partnership covers strategic communications and global media relations as TOKEN2049 prepares for its 2026 Singapore event at Marina Bay Sands on October 7–8.
The announcement is notable less because of a conventional agency appointment and more because it illustrates how the crypto industry’s communications infrastructure has matured alongside the market itself.
TOKEN2049’s growth has been substantial. Its 2025 Singapore edition attracted more than 25,000 attendees from over 7,000 companies, with more than 300 speakers, 500 exhibitors and more than 1,000 side events during TOKEN2049 Week, according to the companies.
The event has also broadened the range of organizations represented on its stages. Its 2025 speakers included executives and leaders associated with Robinhood, Binance, OKX, Tether, Coinbase and Goldman Sachs, alongside public figures such as Formula 1 drivers Lando Norris and Fernando Alonso.
That mix says something about the changing crypto audience.
A decade ago, blockchain conferences largely competed for attention within a specialist technology community. Today, major digital asset events operate at the intersection of financial services, technology, payments, investment, regulation, media and consumer culture.
For communications agencies, that creates a different challenge.
Crypto companies increasingly need to communicate with institutional investors, regulators, technology buyers, mainstream consumers and crypto-native communities at the same time. The messaging cannot rely solely on technical narratives around blockchain or decentralized networks.
It also has to establish credibility.
That is where long-term agency relationships such as Wachsman’s work with TOKEN2049 become strategically relevant. Instead of approaching each event cycle as a standalone media campaign, the agency has accumulated several years of knowledge about the event’s positioning, audience and international expansion.
The relationship began in 2018, when the crypto market was still recovering from its first major boom-and-bust cycle. Since then, the industry has gone through multiple transformations, including the growth of decentralized finance, NFTs, institutional digital assets, stablecoins and tokenization.
The communications environment has changed with it.
Large financial institutions including JPMorgan Chase, Goldman Sachs and BlackRock have moved deeper into digital assets and blockchain-related initiatives, while established exchanges such as Coinbase and newer financial platforms have pushed crypto further into mainstream financial conversations.
That institutionalization means crypto events increasingly function as business-development and media platforms rather than purely community gatherings.
TOKEN2049’s international footprint reinforces that shift. Its Singapore event has become the centerpiece of a broader week of side events, meetings and networking opportunities involving companies across the global digital asset ecosystem.
For marketers and communications teams, this creates a media environment that is difficult to reproduce through conventional advertising alone.
The event concentrates executives, investors, developers, policymakers, journalists and technology companies in one physical ecosystem. That concentration can generate earned-media opportunities, executive visibility and partnerships alongside traditional sponsorship and event marketing.
Wachsman’s continued role places it directly inside that communications layer.
The firm has built a specialization around financial technology, blockchain and digital assets, advising companies and executives as the sector has developed. Its work with TOKEN2049 therefore reflects a broader trend in B2B technology marketing: specialized agencies are increasingly being used to translate highly technical products and rapidly changing markets for multiple audiences.
There is an important distinction between that approach and conventional event promotion.
A global crypto event has to manage competing narratives. Market cycles can quickly shift attention from decentralized applications to institutional adoption, from token prices to regulation, or from blockchain infrastructure to stablecoin payments.
An effective communications strategy must therefore remain flexible while maintaining a recognizable event identity.
TOKEN2049’s growth suggests that it has managed to maintain that relevance despite those changes.
For Wachsman, the continued relationship also provides a platform for its broader communications business. As digital assets become increasingly connected to financial services and enterprise technology, communications around the sector can no longer be isolated from mainstream technology and finance media.
The next edition will test how far that evolution has progressed.
TOKEN2049 Singapore 2026 is scheduled for October 7–8 at Marina Bay Sands. With the crypto industry increasingly populated by financial institutions, exchanges, infrastructure companies and technology vendors, the event is likely to function as both a networking venue and a major communications opportunity.
From an AdTech perspective, the development also highlights a broader shift in B2B event marketing.
Large technology conferences are becoming integrated media ecosystems. Companies use keynote stages, social content, earned media, executive interviews, sponsored experiences and digital campaigns simultaneously to reach specialized audiences.
The value is no longer simply the number of people physically attending.
It is the amount of attention, content and business activity an event can generate across the wider digital ecosystem.
TOKEN2049’s trajectory illustrates that shift. What began as a crypto-focused industry gathering has developed into an international media and business platform. Wachsman’s continued involvement demonstrates how communications infrastructure can evolve alongside the communities and markets those events serve.
As crypto becomes more institutional, the competition for credibility and attention is likely to become just as important as the competition for capital and users.
Market Landscape
The crypto communications market is changing alongside the underlying digital asset ecosystem.
Early blockchain marketing was heavily community-driven, relying on specialist publications, social platforms, conferences and crypto-native influencers. The industry’s growing connection with traditional finance has created a much broader communications environment.
Today, companies must often address institutional investors, regulators, financial services organizations, developers, consumers and technology buyers simultaneously.
Major events such as TOKEN2049 have consequently become important marketing and media platforms. Their value extends beyond physical attendance through executive visibility, earned media, social content, sponsorships and networking.
The growing involvement of companies such as Coinbase, Robinhood, Goldman Sachs and other financial institutions also illustrates how the digital asset industry is moving toward a more institutional audience.
For B2B marketing teams, the trend reinforces the importance of specialized communications strategies capable of translating technical blockchain products into narratives that work across both crypto-native and mainstream business media.
Top Insights
- Wachsman is extending its Agency of Record relationship with TOKEN2049, continuing communications and media relations support for the global crypto event.
- TOKEN2049’s growth reflects crypto’s evolution from a specialist technology sector into a broader financial and institutional ecosystem.
- The event’s 25,000-plus 2025 attendees demonstrate the scale available to companies seeking concentrated exposure to crypto decision-makers and technology leaders.
- Wachsman’s long-term involvement highlights growing demand for specialized communications expertise as digital asset companies target mainstream financial and technology audiences.
- TOKEN2049 increasingly functions as a global media and business platform where events, executive visibility, earned media and digital marketing converge.
Get in touch with our Adtech experts
