Erica Spoor, SVP Strategy Jun 20, 2024 11:14:01 AM 4 min read

Our Journey Continues as Sparks, A Freeman Company

A year ago, we proudly announced that Impact Point Group was acquired by Freeman, the global leader in events. Over the past twelve months, we have embarked on a journey of incredible change, transformation, and learning. As the saying goes, nothing grows in the comfort zone!

I extend my deepest gratitude to our Freeman Strategy team, our family of Freeman teammates, industry colleagues, and our amazing customers, both existing and new, who have joined us on this journey. Our efforts over the past year have been focused on combining our talents, tools, and cultures, expanding our talent pool and service offerings, all while maintaining our singular focus: bringing your brand promise to life through experiences that engage, inspire, and deliver business impact.

I am excited to share that our commitment and offerings are about to become even stronger.

As we look ahead to this summer and the completion of the integration of Freeman’s agency division into Sparks, the Impact Point Group name and brand will officially be retired. We will emerge as one integrated experiential agency—Sparks, a Freeman Company. This union empowers us to offer expanded capabilities for corporate clients across all types of experiences—from events and conferences to exhibits, brand activations, and anything else you can imagine and need us to make possible!

One aspect I’m particularly excited about is the Sparks energy and way of working. It feels reminiscent of the IPG days: a little gritty and hands-on, with a strong spirit of experimentation. The Sparks agency model will also enable business agility, built upon Freeman’s rich family history and foundation of stability and excellence.

Our combined Sparks Strategy team will offer a broad range of strategy solutions, with even deeper expertise in experiential and creative strategy, expanded vertical offerings, and Sparks proprietary methodologies for portfolio strategy and measurement: Event Fit ™ and Event Score ™. We’ll also be engaging in the Sparks thought leadership engine, sharing fresh insights, trends, and observations as we continue to shape the future of events with all of you.

Stay connected with us at and on LinkedIn.

Thank you for your continued trust and support. We look forward to exploring all the possibilities ahead together.

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