Thoughts Archive

10 min read

Your Marketing Metrics Are Lying to You

Marketers love numbers. They make us feel in control—like we can quantify success, prove impact, and optimize for the future. But what if we’re measuring the wrong things? Brands have clung to surface-level metrics like impressions, reach, and engagement for years to gauge marketing effectiveness. These numbers look great in a report, but when it comes to driving real business results (sales, market share, customer lifetime value) many brands are flying blind.

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10 min read

Q1: The Quiet Quarter That Could Reshape Your Year

In the world of marketing, Q4 is the reigning monarch—a time when brands clamor for attention, vying for a piece of the record-breaking $271.58 billion spent on holiday advertising in 2023, a figure likely exceeded this year due to increasing consumer demand and market dynamics. The stakes are high, competition fierce, and rewards tangible: immediate clicks, conversions, and sales.

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10 min read

Thinking Opposite: Why Challenging Your Ideas is the Ultimate Creative Tool

In the fast-paced world of creative agencies, sometimes the most effective way to move an idea forward is to turn it completely around.

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10 min read

What Travelers Seek and How the Industry is Responding

Travel is evolving—but are brands keeping up? We uncovered key differences between what travelers want and how the industry markets to them. Get the insights.

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10 min read

Safeguarding Inspiration: Preserving Our Cultural Heritage in an Era of Climate Crisis

At SPARK, we understand the vital role art and culture play in shaping identities, communities and the overall traveler experience. Living and working in Florida means we are familiar with the threats of hurricanes and extreme weather, yet each storm season brings an intensifying sense of urgency.

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10 min read

The Olympic Games in the Age of UGC: A New Era of Global Engagement and Celebrity

Historically, Olympic coverage was a one-way communication channel dominated by networks like NBC or the BBC, which dictated what audiences saw. While this approach was practical, it also created a distance between athletes and fans. The introduction of UGC, however, has bridged this gap.

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10 min read

How marketers should navigate a potential TikTok ban

With over 150 million users in the country, a potential ban of TikTok in the U.S. has raised significant concern among users and the creative industry.

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10 min read

What’s In a Name: The Imperative of Strategic Hospitality Branding for a New Era of Travel

In today's hospitality landscape, where consumers are presented with an ever-expanding number of choices, the power of a strong brand cannot be understated. Branding is more than just logos and slogans; it's a comprehensive strategy that defines and communicates the essence of a hotel's values, promises, and experiences to potential guests.

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10 min read

Beyond the Headlines: How DMOs Can Best Navigate a World of Tourism Uncertainty Amidst Constant Change & Global Conflict

The impact of increased travel advisories cannot be overstated. They directly influence consumer behavior and shape perceptions of destinations. For DMOs, the task is doubly challenging. They find themselves in a delicate balancing act - promoting the allure of their destinations while assuring potential visitors of their safety.

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Travel for All: Tapping into the $8 Trillion Inclusive Tourism Market

10 min read

Why marketers should prioritize a “travel for all” approach

As both brands and agencies continue to look at the best ways to reach travelers in a post-COVID era, it brings into focus an often-overlooked group that deserves our long overdue time and attention: travelers with disabilities.

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Shoppable Media: Redefining Consumer Engagement in the Digital Age

10 min read

Shortening the path to purchase

At its core, shoppable media revolutionizes the way consumers interact with content. Gone are the days of the traditional marketing funnel; now, every image, video, or article has the potential to become a point of sale. Shoppable media bridges the gap between discovery and purchase.

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10 min read

From Hospitality to Healthcare: A New Frontier for Patient Wellness

Today’s healthcare landscape continues to undergo an interesting shift, with the principles of hospitality being integrated to redefine patient care. This transformation, fueled by declining satisfaction rates, recognizes that healing is profoundly influenced by clinical outcomes, a patient’s environment, and the quality of personal interactions.

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What we are

We know the best ideas come from collaboration—buy why? How? Here, we explore the many-sided answer to those and other questions about the relationships within our industry.

Your Marketing Metrics Are Lying to You

Q1: The Quiet Quarter That Could Reshape Your Year

Thinking Opposite: Why Challenging Your Ideas is the Ultimate Creative Tool

What Travelers Seek and How the Industry is Responding

Safeguarding Inspiration: Preserving Our Cultural Heritage in an Era of Climate Crisis

The Olympic Games in the Age of UGC: A New Era of Global Engagement and Celebrity

How marketers should navigate a potential TikTok ban

What’s In a Name: The Imperative of Strategic Hospitality Branding for a New Era of Travel

Beyond the Headlines: How DMOs Can Best Navigate a World of Tourism Uncertainty Amidst Constant Change & Global Conflict

Why marketers should prioritize a “travel for all” approach

Shortening the path to purchase

From Hospitality to Healthcare: A New Frontier for Patient Wellness

Like what you see?

Let’s talk
some truth.

What we are

We know the best ideas come from collaboration—buy why? How? Here, we explore the many-sided answer to those and other questions about the relationships within our industry.

Like what you see?

Let’s talk some truth.

Let’s talk
some truth.