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Thought Leadership

Opinions worth having. Insight worth using

Practical perspectives on content operations, localisation, experiential and everything in between. Written by the Spark team, informed by the work we deliver every day, and updated regularly with our latest articles, white papers and news
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Immersive Experiences Usually Break at the Seams
EXPERIENTIAL
JULY 24, 2026
Immersive Experiences Usually Break at the Seams

A lot of “immersive” work is still judged from the hero shot. The LED tunnel looks spectacular. The product reacts when someone approaches. The set feels like stepping into another world. A lot of

Spark
A Campaign Isn’t Global Because It Launches Everywhere.
GLOBAL CONTENT,
LOCALISATION
JULY 20, 2026
A Campaign Isn’t Global Because It Launches Everywhere.

A campaign can go live in 40 markets and still feel like it was made for one. That is the difference between distribution and localisation. Distribution means the files made it out the door.

Matt Hill
This World Cup will be a trust test for global brands
IN THE NEWS
JUNE 10, 2026
This World Cup will be a trust test for global brands

At the World Cup, global brands won't be judged on their biggest moments but on whether they made every small interaction feel like it was made for you, writes Sparks’ William Quinn. The 2026 FIFA

William Quinn
Localization Is One Of Digital's Biggest Challenges
IN THE NEWS
MAY 08, 2026
Localization Is One Of Digital's Biggest Challenges

For years, production was the quiet end of the marketing process - the part where strategy became output. But as digital has exploded, so have the number of formats, specs and channels a campaign

Bernie Bingham
The Breaking Point. When Global Content Volume Outgrows Control
LOCALISATION
APRIL 30, 2026
The Breaking Point. When Global Content Volume Outgrows Control

Scale without structure creates risk, not growth. For many global organisations, expansion into new markets doesn’t fail because of strategy; it fails because content operations can’t keep pace.

Rachelle Sokan
Spark Expands Localisation Service to Solve the Global Content Complexity Gap
IN THE NEWS
APRIL 17, 2026
Spark Expands Localisation Service to Solve the Global Content Complexity Gap

Spark, the strategic global creative production agency, is expanding its Localisation and Translation Service, balancing the use of advanced embedded AI with human expertise, to close the growing

Bernie Bingham
Compelling, connected and coherent: the challenge of delivering experiences
IN THE NEWS
FEBRUARY 17, 2026
Compelling, connected and coherent: the challenge of delivering experiences

Across both physical and digital experiences, brands are striving to create moments that are unforgettable. Brands have never invested more in experiences. Across screens, spaces, and platforms, the

Rachelle Sokan
White paper: Screen as the gateway
EXPERIENTIAL
FEBRUARY 06, 2026
White paper: Screen as the gateway

How brands can appeal to all the senses in 2026 Audiences have a thirst for new immersive experiences. And by that, we mean they expect multi-sensory, emotionally resonant interactions, not just

Spark
The £25m blueprint: what your next gaming stunt can pinch from the esports crowd
EXPERIENTIAL
DECEMBER 16, 2025
The £25m blueprint: what your next gaming stunt can pinch from the esports crowd

Experiential marketing in gaming, let’s be honest, can often feel like trying to light a single match beneath the glare of stadium floodlights. On one side, you’ve got the major esports events with

Nick Tether
We Create Experiences That Speak to Every Generation
EXPERIENTIAL
DECEMBER 12, 2025
We Create Experiences That Speak to Every Generation

Why brands must create immersive experiences that resonate across generations We live in a world that feels more connected than ever. Every ping, post, and push notification promises belonging, yet

Matt Hill

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