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Publicis scraps Mediavest branding with agency to become Spark Foundry

Almost 20 years after the agency was first formed in the United States, Publics has retired the Mediavest brand, renaming Mediavest Spark to Spark Foundry.

The move comes little more than a year after Publicis merged its operations with Spark to form a single agency – Mediavest Spark.

Spark was positioned as the more progressive element of the business and the decision to rebrand and drop all references to Mediavest is a reflection of the drive to position Spark Foundry differently as more of a start-up minded agency.

The global rebrand is also aimed at highlighting the agency’s capabilities beyond media buying in areas such as analytics, insights and technology.

In Asia-Pacific, Mediavest Spark is overseen by managing directors in each individual market. In Singapore, the agency falls under Starcom MD Ian Loon’s leadership.

Ian Loon

Publicis Media said there would be no changes to regional leadership, calling the move “a rebrand, and not an organisational or structural change.”

In APAC, MediaVest Spark’s counts Expedia South East Asia, Diageo, Citibank and BEL Groupe among its cleints.

A spokeswoman for Publicis Media APAC said: “Spark Foundry will continue to be led out of its individual offices around the globe, aligned with the proposition that they are all unique ‘foundries’ where innovative ideas are forged under the heat of their expertise, with the goal of creating beautiful interactions between brands and consumers.”

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