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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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AI Can Make Global Campaigns Faster. But Should We Still Be Making Them This Way?
GLOBAL CONTENT
OCTOBER 01, 2026
AI Can Make Global Campaigns Faster. But Should We Still Be Making Them This Way?

By Rachelle Sokan, Chief Marketing Officer, Spark

Rachelle Sokan
Nobody owns the middle. Everybody pays for it.
GLOBAL CONTENT
OCTOBER 01, 2026
Nobody owns the middle. Everybody pays for it.

Every international campaign has a layer between the central team and local delivery: adapting assets to local requirements, coordinating approvals and getting the right materials to each market. In

Matt Hill
You built 100 assets. Your markets ran 20. Who paid for the rest?
GLOBAL CONTENT
SEPTEMBER 30, 2026
You built 100 assets. Your markets ran 20. Who paid for the rest?

Most brands know what they spend on creative. Far fewer know how much of their adaptation spend is wasted.

Matt Hill
Your campaign didn't fail at launch. It failed at the brief.
GLOBAL CONTENT
SEPTEMBER 29, 2026
Your campaign didn't fail at launch. It failed at the brief.

Most campaign problems show up when assets are adapted for local markets. Very few start there. What we heard At Spark Conversations in September, we brought together brand leaders, creatives, media

Matt Hill
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

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