Key Takeaways:
- A Unique Approach to Talent Development: The SPARK Academy goes beyond traditional training, offering a holistic experience of collaboration, mentorship, and personal growth.
- Empowering Young Creatives: The program provides a safe space for young talent to experiment, take risks, and push boundaries.
- Fostering Diversity and Inclusion: The SPARK Academy brings together young creatives from diverse backgrounds and disciplines, helping to create a more representative industry.
- Preparing for the Future: The program equips participants with the skills and knowledge they need to thrive in the changing advertising landscape.
- A Commitment to People: The SPARK Academy is a testament to Serviceplan’s dedication to its employees and its belief in the power of young talent.
While the sun-soaked French Riviera buzzed with the annual Cannes Lions Festival of Creativity, a more intimate and transformative gathering unfolded at the Serviceplan villa. Here, the SPARK Academy, an innovative program by Serviceplan, is quietly revolutionizing how young creatives learn, connect, and grow within the advertising industry.
Stepping away from the glitzy award ceremonies and crowded networking events, SPARK Academy offers a curated experience for 25 high-potential employees from Serviceplan’s global network. This three-day immersive program, in its fifith year, goes beyond traditional training, fostering a collaborative environment where participants can learn from industry veterans, share ideas, and challenge themselves.
Myles Lord, Serviceplan’s global ECD and a guiding force behind the SPARK Academy, describes the program as “a launchpad for the next generation of creative leaders.” He emphasizes the importance of giving young talent the tools and insights they need to thrive in an ever-evolving industry. “It’s about giving them a leg up, empowering them to take risks and push boundaries,” Lord explains.
This sentiment is echoed by Sanne Klink, art director at Serviceplan Netherlands, who initially felt intimidated by the program’s prestigious reputation. “I almost didn’t apply,” Klink admits. “I thought it was only for the most experienced and accomplished creatives.”
However, her colleagues encouraged Klink to take the leap, and she was rewarded with an experience that exceeded her expectations. She recalls working on a live brief for Lufthansa, a top Serviceplan client, as a pivotal moment in her SPARK Academy journey. “It was surreal to present our ideas to the client’s marketing director,” Klink shares. “But the feedback was incredibly positive and empowering.”
In addition to the live brief, the attendees heard from a range of leaders from across Serviceplan, including Pereira O’Dell and L&C New York, and Podstars.
Beyond the practical skills gained through workshops and presentations, Klink learned the importance of the personal connections she made with fellow “Sparkies,” as the participants fondly call themselves. “The sense of community was amazing,” she says. “We learned from each other, supported each other, and built relationships that will last a lifetime.”
This emphasis on collaboration and mentorship is a core tenet of the SPARK Academy. Lord explains that the program aims to break down hierarchical barriers and create a safe space for young creatives to experiment and take risks. “We want them to feel comfortable sharing their ideas, even the ‘stupid’ ones,” he says. “That’s where the magic happens.”
The program’s impact extends far beyond the three days in Cannes. SPARK Academy alums have achieved remarkable success, winning awards, leading high-profile campaigns, and rising at Serviceplan and other agencies.
“We’re already seeing the ripple effect,” Lord says with pride. “SPARK Academy graduates are making their mark on the industry.”
In a world where the advertising industry is constantly evolving, the SPARK Academy is helping to shape the future of creativity. By empowering young creatives to think differently, take risks, and collaborate across borders, the program prepares them to tackle tomorrow’s challenges.
But the SPARK Academy isn’t just about the future. It’s also about the present. By bringing together young talent from diverse backgrounds and disciplines, the program is helping to create a more inclusive and representative industry. Klink notes that the SPARK Academy helped her broaden her perspective and appreciate the value of different cultural perspectives. “It was eye-opening to work with people from all over the world,” she says. “We learned so much from each other.”
As the SPARK Academy continues to evolve, its impact will likely grow even further. Lord envisions a future where the program becomes a global network of young creatives collaborating on projects and pushing the boundaries of what’s possible. “The possibilities are endless,” he says. “We’re just getting started.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
