Experiential Marketing Group Sparks Unveils New EMEA Network

Pioneering brand experience agency Sparks, a Freeman company, has today unveiled a new EMEA network to further strengthen its global offering.

Sparks was acquired by Freeman in August 2023. By combining Freeman’s agency and Sparks under the Sparks brand they will 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 seamlessly integrate with the Sparks global network which spans from Philadelphia to San Francisco to Shanghai and beyond.

Sparks 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 Adam Charles, global chief growth officer, Jason Megson, SVP of international business and Marianne Vendelbo, VP of international business. Trin Basra as VP executive creative director, EMEA will drive creativity and leverage Sparks’ creative talent across the region. 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 offers a diverse international talent pool that can work seamlessly across borders, providing expert in-market access and local cultural understanding for clients looking to create truly meaningful experiences that can be scaled quickly and with ease.

Announcing the new EMEA Sparks network, Adam Charles, Sparks global chief growth officer, 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.”

Jason Megson, SVP of international business, said, “As a global group, Sparks is already intentional in how we manifest and deliver events and exhibits for our clients. We understand that international audiences are diverse and environmentally focused and that we need to create inclusive and positive experiences for our clients.”

“Sparks will be mindful of the impact we have as a company and an industry as we weave DE&I principles and sustainable practices into our work, and we are looking forward to delivering some incredible events for our clients.”

Trin Basra, VP executive creative director, EMEA, said, “Our expanded, diverse and distributed team in the key EMEA creative talent hotspots - London, Berlin, Amsterdam, Paris – bring Sparks’ expertise and craft together to ensure cut through for our clients. I’m looking forward to leading the creative team in gaining inspiration from emerging talent and exploring working together to create impactful and meaningful work that can engage audiences anywhere.”

Sparks offers a full spectrum of services from strategy, creative, content production and interactive tech to fabrication, event production, program management, measurement, and more. Additionally, as part of the Freeman family, global leaders in event services like I&D and AV, Sparks offers a seamless end-to-end working experience, making them the ideal experiential partner for clients looking to drive transformative business impact.