‘Many media agencies operate similarly’: Spark Foundry CEO moves past ‘the Ehrenberg-Bass approach’

Spark Foundry is urging clients to stop playing it safe with their media strategies under a new positioning called “intelligent disobedience”.

The Publicis-owned agency has unveiled the new brand tagline designed to help clients stand out in a crowded media landscape by “embracing provocation”, albeit in a responsible manner.

Spark Foundry CEO Matt Turl told Mumbrella that the proposition arose from the agency seeing too many competitors operate in the same predictable ways.