Sparks targets EMEA region in international expansion

SparkBrand experience agency Sparks is launching a new EMEA network to further strengthen its global offering with a diverse international talent pool that it is claimed can work seamlessly across borders.

Sparks was acquired by Freeman in August 2023 in a move designed to create a leader in corporate events, corporate exhibits and brand experience that is better able to serve clients across the region.

The new and expanded Sparks network has offices in London, Paris, Berlin and Amsterdam and current clients include Microsoft, Salesforce, Meta, Figma, Amazon, AWS, Celonis, Workday, AON, Coupa, Dell, Prologis and Deloitte.

With the promise of more to come in the EMEA region, the offices integrate with the Sparks global network which spans from Philadelphia to San Francisco to Shanghai and beyond.

Sparks maintains it will combine big agency resources with small agency love, to transform casual observers into loyal brand champions through unforgettable moments that last long after the experience ends.

The Sparks leadership team in EMEA includes global chief growth officer Adam Charles, SVP of international business Jason Megson, and VP of international business Marianne Vendelbo. As VP executive creative director EMEA, Trin Basra will drive creativity and leverage Sparks’ creative talent across the region.

Together they will lead an 80-strong team as part of the 1,300-strong global Sparks workforce.

Their ambition is to reduce complexity for clients who want to deliver business impact in the region. Sparks EMEA will also provide in-market access and local cultural understanding for clients looking to create meaningful experiences that can be scaled quickly and with ease.

Sparks services cover strategy, creative, content production and interactive tech to fabrication, event production, programme management, measurement, and more.

Adam Charles said: “Engaging audiences across borders needs real depth of cultural understanding and diversity of thought. In today’s fast-paced world, where attention is the new currency, Sparks is the leading global brand experience agency for brands looking to rise above the noise.

“I’m delighted that Sparks has expanded our regional footprint and capabilities in EMEA. This means we have boots on the ground in major cities across the region, are well-versed in local nuances, and have intimate knowledge of venues, locations, and how to get things done.

“Our knowledge and experience ensure we can navigate red tape, reduce complexity, and deliver ease of access for clients.”

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