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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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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
Less Ad Space, More Brand Space
EXPERIENTIAL
DECEMBER 12, 2025
Less Ad Space, More Brand Space

How to build brand loyalty through immersive experiences. There was a time when brand loyalty was built through catchy jingles, glossy print ads, and perfectly timed 30-second TV spots. The golden

Matt Hill

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