Our Work: Experiential Marketing & Brand Experiences

Why Trust Became the World Cup’s Real KPI

At a Glance Brands poured more into experiential marketing around the 2026 World Cup than almost any event before it — fan festivals, hospitality programs, city-wide activations across all 16 host cities. But size and spectacle were never the real test. The harder question was which of those experiences actually earned belief, not just attention.…
What 7 World Cup Venues Revealed About Fan Experience

At a Glance The World Cup gave brands endless chances to show up this summer. What’s stuck, weeks after Spain lifted the trophy, are the moments that happened around the matches — in fan zones, in the stands, in the space between wins and losses where the tournament actually felt personal. Levy’s Vantage Point: Seven…
Michelob ULTRA Summit Wins Best Sports Activation at Experiential & Event PR Awards

The Michelob ULTRA Summit has won Best Sports Tie-in/Sponsorship Activation at the 2026 Experiential & Event PR Awards from PRNEWS and Chief Marketer. The activation also received honorable mentions in two additional categories: Best Olympic Tie-In/Sponsorship Activation and Best Overall PR Event/Experiential Campaign (B-to-C). As the Official Beer Sponsor of Team USA and USA Hockey,…
Three Years In: The Biggest Chapter Yet for Sparks at the UK Creative Festival

Margate has become something of a second home for Sparks. This year — our third consecutive year partnering with the UK Creative Festival and Creative Circle Awards — we brought our most ambitious programme yet to the Kent coast: a bespoke VIP lunch, a main-stage panel, and sponsorship of the Creative Circle Awards ceremony itself. What started…
From Experience to Transformation: The Next Era of Brand Marketing

At A Glance The Argument: The experiential marketing industry is moving from the Experience Economy to the Transformation Economy — from designing for memorable moments to designing for a lasting change in behavior. The leaders pulling ahead are those who are building for individualized, sustained impact rather than scaled spectacle. The Frame: The Transformation Economy…
Sparks and ADWEEK Bring CMOs to Cannes for an Afternoon at Le Palais Bulles

Marketing Vanguard at Cannes: Access, Not Attendance Cannes Lions draws the marketing industry’s attention to Cannes for one week each year, but ADWEEK’s Marketing Vanguard community treats the festival differently: as a chance to get its invitation-only network of CMOs together, away from the main conference halls, for something less transactional. This year, that meant…
Sparks UnCanned: What Happens When the Right People Are in the Room

There’s a version of the industry conversation that happens at the front of a ballroom, behind a podium, in front of an audience. Sparks UnCanned was not that. On June 23, Sparks — in partnership with TruNorth — hosted a room of senior marketing leaders at Wheelhouse NYC in Tribeca for a full day built…
Sparks & Vogue Business on Why Taste Is the Last Real Differentiator

When every brand has access to the same tools, the same platforms, and increasingly the same AI-generated content, what separates the ones that endure? That was the question at the center of The Taste Advantage — an invitation-only breakfast co-hosted by Sparks and Vogue Business on June 23 at La Môme Cannes, led by Hilary…
From Moments to Movements: What We Learned on Stage at FQ Beach

At Cannes Lions 2026, Sparks SVP of Marketing Sheyna Bruckner joined four marketing leaders for a conversation that pushed past the buzzwords and got to the real work of building experiences that last. The Female Quotient’s FQ Beach is one of those rare Cannes venues where the conversation matches the setting: open, honest, and surprisingly…
Cannes Lions 2026: Measuring the Impact of Experiential Engagement

For six years, Journal House has been one of the most considered destinations on the Croisette — a space where The Wall Street Journal convenes brand leaders, executives, and creatives around questions that matter beyond the festival week. The 2026 edition raised the stakes further, organizing its programming around a single tension: how the speed…