SPARK Agency is the latest, hottest innovation and creative division of SPARK Media, the resulting fusion between NAB and Habari Media. SPARK Agency is modelled on the old fashioned advertising agency, but with a relevant and modern twist.
“SPARK Agency offers cross-platform ideas and campaigns that are grounded in the science of consumer behaviour and current media principles,” says Gill Randall, CEO of SPARK Media. “We now have the ability to translate our research and insights into workable creative solutions and ideas for clients.”
The team is small but packs a massive punch and is headed up by Kirsten Dugmore, The Campaigner. Kirsten holds a post-graduate marketing degree and boasts more than ten years in the industry. She is supported by an art director, graphic designer, copywriter and a production and traffic manager.
According to Dugmore, “Our creative is backed by research and facts, which will help clients establish more effective campaigns that deliver on Marketing Return On Investment. Over and above this, we are very close to our audiences and understand what they want. We are also very well placed to understand the nature of our platforms; in many cases the media is creating trends and influencing culture, so we bring great insight from this perspective.”
It’s not only about using in-house SPARK Media platforms. Should a campaign lend itself to other media platforms, they will certainly be considered and recommended. It is all about what is best for the campaign using market insights and knowledge regarding both traditional and digital media.
The big idea, whether for current clients, new pitches or even internal briefs usually starts with the insights department. They research the category and the client so that when the brainstorm and strategies begin, SPARK Agency has in-depth knowledge of the client and their market environment.
The launch of SPARK Media originated within the SPARK Agency. The Strategically Come Dancing concept tied together the importance of key partnerships in today’s media world. This industry is moving at an exponential pace; getting attention is difficult and requires creativity.
“We crafted a launch that hinged on the success of relationships, which are integral to our business, while simultaneously bringing our audience something completely unique,” says Dugmore. ”We had to start with a bang and this extravaganza was the perfect launch mechanic.”
On the subject of creativity, Leo Burnett once commented: “Curiosity about life in all of its aspects, I think, is still the secret of great creative people.” While they do not disagree, SPARK Agency prefers John Cleese’s version “The most creative people have this childlike facility to play!”