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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

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 the Marketing Vanguard Inspiration Excursion — one…
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…
Sparks Named to Event Marketer’s 2026 IT List and FAB 50

We’re proud to announce that Sparks has earned a place on two of the experiential marketing industry’s most respected lists — Event Marketer’s 2026 IT List and the 2026 FAB 50 — in the same year. The IT List recognizes the top 100 event agencies in the industry. The FAB 50 honors the top fabricators…
Where Sparks Is Showing Up at Cannes 2026

This June, Sparks heads to the Côte d’Azur for the Cannes International Festival of Creativity. Across the week, we’re partnering with The Female Quotient, Vogue Business, The Wall Street Journal, and ADWEEK to host four of the festival’s defining programs: Opening night cocktails at FQ Beach, a private breakfast with Vogue Business, a presenting sponsorship…
Sparks Hosts First Light: A Morning for Marketing Leaders Ahead of EMS

Before the industry gathered at the MGM Grand in Las Vegas for the 2026 Experiential Marketing Summit (EMS), Sparks hosted First Light. An exclusive gathering of senior marketing leaders at GreenGale Farm, set across open fields and tree-lined paths thirty minutes from the Strip. Held in the hours before a week of velocity, First Light…
Michelob ULTRA Takes Top Honors at the Ex Awards

We’re honored to be recognized with the Best Olympic Activation award at the Ex Awards by Event Marketer — and even more proud to have won it in the category’s inaugural year alongside our partners at Michelob ULTRA. For the closing weekend of the Olympic Winter Games, we built a world in Park City, Utah,…