Ever since Spark unveiled its new brand, it has worked hard to redefine itself as an innovative and nimble organisation capable of appealing to Kiwis across all demographics. And given that many within its target market are shifting their media consumption to the digital space, this has seen Spark follow the audience by releasing some major digital plays over the last year. And Kate Thomas, a senior communications manager at the telco, says this is only the start of the journey.
Browsing: Rise of the Machines
As the industry continues to fragment, agencies are forced into adapting their approaches to ensure that clients’ demands are still met. And while they don’t always have the massive holding-company budgets at their disposal, indy agencies have the nimbleness to react quickly to change and redefine their role. And Sugar & Partners creative and digital director Dave Nash sees this as a major advantage at a time when more and more clients are asking for integrated advertising executions.