Spark Foundry is a secondary media network within Publicis Groupe, formed from the demerger of Mediavest from the old Starcom Mediavest business and its combination with what was previously another separate unit within the wider group, Spark Communications. The Mediavest brand was finally dropped in 2017.
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Adbrands Snapshots provide a summary analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and identify key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links here:
Spark Foundry website
Adbrands Weekly Update 19th Jul 2018: Publicis Groupe captured global media for Lenovo computers and mobile devices (including the Moto brand). A new dedicated entity is being created under the banner of Publicis One Media, to be underpinned by Spark Foundry and data unit Performics. The account was previously split between several different agencies including MullenLowe Mediahub in the US, indie Total Media in most of Europe and Mediaplus in Germany.
Adbrands Weekly Update 15th Mar 2018: It took a few months but Arthur Sadoun's reinvigoration of Publicis Groupe is now delivering consistent results, forcing sceptics - and we were among them - to eat their doubts. Mondelez appointed the Groupe's Spark Foundry network to take charge of North American media, with support on digital from VaynerMedia. The business represents a substantial loss for incumbent Carat. The rest of Mondelez' global media account is still in review.
Adbrands Weekly Update 8th Mar 2018: WPP's newly merged Wavemaker media network has had an abysmal first few months of existence. In the latest client defection, hotel giant Marriott International is moving its entire global media account to Publicis Groupe. Billings across Marriott's 30 or so brands - among them Sheraton, W, Le Meridien, Ritz-Carlton - are around $250m. Publicis is creating a new dedicated unit, Marriott One Media, as a joint venture between Spark Foundry and SapientRazorfish.
Adbrands Weekly Update 13th Jul 2017: It's hard to keep up with all the changes at Publicis Groupe, where almost everything has been in a state of continuous flux for three years. It must all be quite confusing for staff to know which company they actually work for (but a great moneyspinner for whoever prints their business cards). The latest development is yet another reinvention of one of the group's second-string media networks. Following on from the break-up of Starcom MediaVest last year, the latter brand was split out and combined with smaller network Spark to form MediaVest Spark. Now it's all change again with the elimination of the MediaVest name and that network's relaunch as Spark Foundry. US CEO Chris Boothe trotted out the usual platitudes about 'evolving our brand' and 'meeting marketplace needs'. "By extending our startup spirit and powerhouse soul across the globe and simplifying our name," he said, "we're sharing the heat that has fuelled our growth for the past five years. This is sure to benefit our clients and talent."
Adbrands Weekly Update 12th Jan 2017: There was proof once again that, in the media buying business, today's joy can quickly turn into tomorrow's misery. Publicis Media's end-of-2016 gains of Fiat Chrysler and a greater share of global Mars were all but obliterated by two beginning-of-2017 losses. American Honda reversed a decision made three years ago to move media for the Honda and Acura brands from indie RPA to what is now MediaVest Spark. That $600m account will now move back to RPA. Meanwhile Starcom will surrender media for Coca-Cola Company in China to a newly created unit of Dentsu Aegis Network, to be baptised Dentsu Coca-Cola Community.
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