Our Services
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Why Congress Data Doesn’t Change Clinical Practice: A Medical Affairs Guide to Closing the Gap
At a Glance At medical congresses, physicians often sit through long, expensive sessions only to retain the headline takeaways, and then go back to their practices without the insights that would actually change a treatment decision. For instance, they might not recall which patients the result applies to, or which elements need ongoing monitoring. Medical…
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Optimizing The Medical Affairs Function at Pharma Conventions
At a Glance Separate from sales conversations, every pharma exhibit booth faces scientific questions from physicians and other clinicians such as APPs (Advanced Practice Providers) and PharmDs that its commercial staff can’t answer. These queries are typically handled by the company’s Medical Affairs team. Medical Affairs should operate physically and operationally separate from sales, staffed…
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New Survey: Nearly a Third of Event Marketing Leaders Lose Sleep Over Proving ROI
If you ask event marketing leaders about the hardest part of evolving their strategy, you get two answers, not one: proving what a program returned, and making every attendee feel it was built for them. That was among the clearest findings in a survey Sparks brought to three of the industry’s largest gatherings this year:…
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Sparks Takes the Stage at the CEMA Summit in Toronto
CEMA exists to give the people who manage event marketing for North America’s biggest brands a place to discuss emerging industry issues, make new connections, and most importantly, connect with each other honestly. The Corporate Event Marketing Association — now a division of PCMA — builds its annual Summit around that mission. It brings the…
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ServiceNow & Workday Honored at EXHIBITOR’s 23rd Annual Corporate Event Awards
Sparks has two wins to celebrate in EXHIBITOR magazine’s 23rd Annual Corporate Event Awards — including the program’s top honor. ServiceNow’s Knowledge 2025 conference took home the Judges’ Choice Award, and Workday Rising 2025 was also named a winner in the Customer Conference/Event category. Now in its 23rd year, the program judges entries primarily on…
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8 Exhibit Experiences That Made Black Hat 2026 Impossible to Ignore
At a Glance Black Hat 2026 brought more than 20,000 security professionals to the Mandalay Bay Convention Center in Las Vegas, with the Business Hall opening its doors August 4th through the show’s close on the 6th. It’s one of the industry’s most technical audiences — practitioners, not just buyers — and that changes what…
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HCEA 2026 Reveals What It Takes to Win & Run Healthcare Event Programs
Healthcare event marketers are being asked to deliver more under tighter commercial pressure, and no single team can meet that challenge alone. At the Healthcare Convention & Exhibitors Association’s 2026 annual meeting, Sparks joined leading brand and industry voices to examine what the market is demanding of both partners and programs. At a Glance Kristin…
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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.…
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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…
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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,…
