The launch of Spark Planning Academy

By AdNews | 9 December 2021
Credit: Victor Freitas via Unsplash

Spark Foundry announced the launch of the Spark Planning Academy, aimed at training its talent in evidence-based marketing science and best-in-class planning tools.

Available for all levels and specialisms, the evergreen interactive program will be focused on four key areas: marketing theory and behavioural science; lateral thinking; hands-on training for syndicated and proprietary planning tools; and training on Spark’s ‘HEAT’ planning process – to drive a greater connection between planning and other specialisms, and to deliver the best outcome for clients.

Delving beyond basic concepts, Spark’s planning academy focuses on the major tenets of marketing theory and fosters lateral thinking. It offers a comprehensive staff training program, designed to differentiate its agency product.

Sophie Langton, Spark Foundry’s Head of Planning: “We want our people to be trained on the principles of marketing effectiveness and how they apply across our connected agency specialisms. Our aim is to build a market-leading culture, encouraging curiosity and critical thinking – so that we can plan for the most efficient and effective outcomes for our clients.”

Imogen Hewitt, Spark Foundry CEO: “This initiative reflects our agency’s ethos, to fuel famously effective ideas. Our aim is to bring creativity that connects, and rigour that delivers. While this approach has been fundamental to our new business successes and strong retention performance over 2021 – consistently delivering thinking like this does not happen by accident. The Spark Planning Academy is our way of codifying and embedding critical thinking at every level and across every discipline in our agency.”

The Spark Planning Academy’s theory module is currently being rolled out, and next year will be expanded to include activation and measurement modules. The training is available to all staff in Australia and New Zealand.

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