Spark Foundry, established in 2017, is an advertising agency that provides media selection services. It is based in

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, with offices also in

Detroit Detroit ( , ; , ) is the largest city in the U.S. state of Michigan. It is also the largest U.S. city on the United States–Canada border, and the seat of government of Wayne County. The City of Detroit had a population of 639,111 at t ...

New York City New York, often called New York City or NYC, is the most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the most densely populated major city in the Un ...

Seattle Seattle ( ) is a seaport city on the West Coast of the United States. It is the seat of King County, Washington. With a 2020 population of 737,015, it is the largest city in both the state of Washington and the Pacific Northwest regio ...

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the List of municipalities in California, largest city in the U.S. state, state of California and the List of United States cities by population, sec ...

San Francisco San Francisco (; Spanish for " Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the fourth most populous in California and 17th ...

as well as other locations world wide. The agency currently has over 2,000 employees. Spark Foundry, part of the Publicis Media operating system, is a subsidiary of

Publicis Groupe Publicis Groupe is a French multinational advertising and public relations company. One of the oldest and largest marketing and communications companies in the world by revenue, it is headquartered in Paris. After 1945, the little-known Paris ...

, a Paris-based holding company which is the world’s third largest communications group, the world’s second largest media counsel and

media buying Media buying refers to the procurement of advertising on mediums such as a television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising etc. It also includes price negotiation an ...

group, and active in digital and healthcare communications. Spark Foundry’s sister agencies include

Digitas Publicis Groupe is a French multinational advertising and public relations company. One of the oldest and largest marketing and communications companies in the world by revenue, it is headquartered in Paris. After 1945, the little-known Paris ...

, Starcom, Performics, and

Zenith The zenith (, ) is an imaginary point directly "above" a particular location, on the celestial sphere. "Above" means in the vertical direction ( plumb line) opposite to the gravity direction at that location ( nadir). The zenith is the "high ...

History

Spark Foundry's roots began in 1929 with the foundation of

Benton & Bowles Benton & Bowles (B&B) was a New York-based advertising agency founded by William Benton and Chester Bowles in 1929. One of the oldest agencies in the United States, and frequently one of the 10 largest, it merged with D'Arcy-MacManus Masius in ...

, the first agency to consolidate

media Media may refer to: Communication * Media (communication), tools used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Broadcast media, communications delivered over mass e ...

and programming in a single media management organization. Benton & Bowles became DMB&B (D’Arcy, Masius, Benton & Bowles) after a merger in 1986. TeleVest, a subsidiary of DMB&B, was created in late 1993 as the national broadcast operation of the company. Then, in 1999, the

media planning Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives. ...

division of D’Arcy consolidated with TeleVest to form MediaVest, one of the original unbundled, full-service media service companies. In 2016, MediaVest merged with sister agency Spark to form Mediavest , Spark. In 2017, Mediavest , Spark was renamed Spark Foundry. In 2019, Spark Foundry announced a strategic alliance with sister agency Blue 449, consolidating a number of Blue 449's international branches under the Spark Foundry name while retaining the Blue 449 brand in the US, the UK, and France.

Capabilities

Spark Foundry specializes in: *

Media planning Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives. ...

Media buying Media buying refers to the procurement of advertising on mediums such as a television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising etc. It also includes price negotiation an ...

(local and national) *

Branded content In marketing, branded content (also known as branded entertainment) is content produced by an advertiser or content whose creation was funded by an advertiser. In contrast to content marketing (in which content is presented first and foremost as a ...

/ product integration * Digital media *

Research Research is " creative and systematic work undertaken to increase the stock of knowledge". It involves the collection, organization and analysis of evidence to increase understanding of a topic, characterized by a particular attentiveness ...

data analytics Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns toward effective decision-making. It ...

*Search (

SEO Seo or SEO may refer to: * Search engine optimization, the process of improving the visibility of a website or a web page in search engines Organisations * SEO Economic Research, a scientific institute * Spanish Ornithological Society (''Socied ...

/ SEM) *Multicultural media * Print investment * Out-Of-Home programs *Advanced TV *

Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...

*Communications planning * Local & national TV *

Consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. ...

insights *

Shopper marketing 'Shopper marketing' is "a discipline that focuses on the customer experience and the customer journey." It focuses on the consumer's path to purchasing a product, from first being aware of the product, to consideration and through to the purchase o ...

*Cross Athletes (media buyers who are trained across media platforms)

Awards and recognition

Spark Foundry has received several industry awards and recognition for its work in the advertising/media space. *2004: Media Agency of the Year award by ''

Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...

'' Magazine *2005: Gold Medal Award from the IRTS Foundation, Inc. *2007 and 2008: Media Agency of the Year by ''Media'' Magazine. *2009: USA Agency of the Year 2009: Best Buying and Planning. by ''OMMA'' Magazine *December 2009: AdWeekMedia Best of thedia Agency of the Decade by Adweek

Company mission

At the end of 2019, Blue 449 merged with Spark Foundry and the agency underwent a thorough workshop training scheme, in which employees were trained on Spark Foundry's planning process and approach to business. Their company motto is 'We bring heat to brands', with heat standing for 'Higher Engagement, Affininty and Transactions' Spark identify their heat framework as a holistic approach for clientele development as well as rich investment into data, measurement and optimisation.

References

{{Reflist Advertising agencies of the United States