Publicis Media Merges Blue 449 Under Spark Foundry Brand

Publicis Media has consolidated two of its networks — Blue 449 and Spark Foundry — to create one global proposition under the Spark Foundry brand. Chris Boothe, Spark Foundry’s Global Brand President will lead the expanded global network.

With this move, the new network aims to deepen its presence in the Middle East & North Africa (MENA) region, and in markets such as Australia, Canada, China, Germany, India, Italy, Mexico, Poland, Russia, Singapore and Spain.

The network is realigning Blue 449 talent and its client portfolio to the Spark Foundry brand.

The exception to the new structure will be in markets such as France, US and UK markets, where both Spark Foundry and the Blue 449 brands will be retained and co-operate closely in these markets, with Blue 449 predominantly servicing domestic clients and Spark Foundry focusing on global clients.

“As a brand-led organization, we are committed to our strong agency brands as transformation partners for clients. Guided by this commitment, we are further scaling Spark Foundry as a global network,” said Steve King, CEO, Publicis Media.

Spark Foundry’s evolution through this strategic alliance, builds on the momentum over the past year, including new business wins such as Marriott and Lenovo (global), Mondelez (multi-market) and Savola in UAE among others.

“We couldn’t be more excited to expand our extraordinary talent and capabilities across the world. Further, I am thrilled to welcome the Blue449 talent and clients to the Spark Foundry family. I’m confident these clients will benefit from continuing to work with the talent who know them, and their business well, now backed by Spark Foundry’s unique HEAT proposition strongly resonating and delivering for clients around the world,” said Mr Boothe.

Phil Georgiadis, Global Chairman of Blue 449 and Publicis Media UK, has decided to leave the company, having co-founded Blue 449 (formerly Walker Media) in the UK in 1998.

“Now is the right time for me to move on, I have been fully involved and supportive of the new network strategy and I am obviously delighted that Blue 449 will retain its distinctive position in the UK market. This is testament to the whole team under the strong leadership of Simon and in truth they are doing a brilliant job without me. More recently I have enjoyed my role as Chairman of Publicis Media UK. Having been heavily involved in the decision to move to Television Centre and in the fit out itself I can see it will be a catalyst for even more transformative behaviors and I wish Steve, Sue and everyone based there every success in the future,” commented Mr Georgiadis.

“I would like to thank Phil for everything he has done in leading Blue 449 and latterly in his role as Chairman of Publicis Media UK. He is without question one of the all-time greats of our industry. His pioneering spirit and entrepreneurial drive is the very reason why he is so highly admired by clients, industry peers and colleagues alike. We will miss him and wish him every success in the future,” Mr King added.

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