Spark44:

Luxury Insights Summit

Opportunity:

In 2018, Spark44’s exclusivity contract with Jaguar Land Rover expired, meaning we could open the agency up to new clients. One major problem: Spark44 was an unknown entity in the realm of global agencies. Despite the scale of the agency, no one knew us and that made it extremely difficult to get a foot in the door with potential clients. We needed to try a different route to meet and connect with CMO-level decision makers.

Solution:

I successfully launched the inaugural Spark44 Luxury Insights Summit in London. Bringing together world class experts in the luxury industry, we presented a morning of insightful presentations, discussion and debate. The event was promoted via a robust DM & eDM campaign that attracted a top tier but very time-poor audience. Throughout the event, social media was utilized to share insights and engage people who were unable to attend in- person. Post-event, we created follow up materials and insight summaries for CMOs to skim-read.

Results:

• 23 CMOs attended the first event from top calibre companies such as Harrods, Canada Goose, Qatar Airways and Ralph & Russo

• 8 follow up meetings were scheduled and held with prospects

• Master & Dynamic (a manufacturer of premium headphones for audiophiles) became a client for Spark44 within 30 days