The appointment follows a tender process that began in January 2014. Spark Thinking joins Touch, whose appointment C&IT exclusively revealed in March, as one of two full service agencies that will support Amadeus’ global event activity working closely with the Amadeus Global Events Team based in Nice.
Amadeus has worked with Ashfield Meetings & Events since 2010, during which time it has provided logistics and production services for over twenty events on three continents.
Amadeus head of events, Amanda Hoffmeister, told C&IT: "Our relationship with Ashfield has grown over the years, particularly with Andrew (Winterburn) and Dan (Walker). They have always delivered outstanding events and understand our culture and what we want to achieve. They also have a great global reach, which is important to us, and we have worked with their teams in both Asia and the US.
"We felt that the new brand Spark Thinking best suited our brand positioning and events strategy in terms of making our content more creative and engaging for audiences."
Spark Thinking is already working on a number of customer events for Amadeus, in destinations from Barcelona and Berlin to Bangkok.
Hoffmeister said that events will now be shared between Spark and Touch, with briefs being sent directly to the agency that best suits the event, without the need to send out a formal RFP each time.
"It’s a great position to be in and means we can be a lot more speedy in getting briefs out without getting bogged down in big contractual processes which can take weeks. Its better for the agencies too as saves them the time and cost in pitching each time," said Hoffmeister.
She added: "We have every confidence that Spark Thinking will deliver new ideas and innovative solutions. We see them as a strategic partner that will help us to shape the future of travel through our event and communications activity."
Spark Thinking head of marketing Luke Flett commented: "It is a significant achievement for Spark Thinking to have been appointed by a prestigious, market-leading brand such as Amadeus. They are a forward-thinking business that is pleased to develop genuine partnerships with their agencies where they encourage the status quo to be challenged.
"For Amadeus we focused a lot of our thinking for the pitch around three major trends that will be critical to the next generation of travel and the technology that powers it: personalization, connectivity and sustainability. The team is eager to start developing these ideas into specific and localised event concepts."
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