NEWS15 March 2012

Omnicom launches Sparks & Honey brand shop

North America

US— Omnicom has launched a branding agency in New York called Sparks & Honey that sets out to tap cultural insights for marketing success.

The company aims to put machine learning systems, algorithms and human insights to work spotting trends that brands can take advantage of before they become mainstream.

Make-up brand Clinique is the first client for the agency, which is founded and led by CEO Terry Young, former New York MD of digital and direct agency Rapp.

Young said: “I wanted to build an organisation that works at the speed of culture in our socially connected work and leverages the vast amounts of data – the oil of the information age – and uses that information to create real-time, culturally relevant creative experiences for brands.”