The new brand will offer a consultancy resource designed to enhance the effectiveness of Ashfield's live events and communication strategies with 'edgier, more interesting and exploratory options'.
It will be headed by global managing director Nicola Burns and will consist of staff from Ashfield Meetings & Events and the broader Ashfield Division.
Burns said the combination of Ashfield’s experience and quality delivery and Spark Thinking's fresh, innovative approach will help clients stay ahead.
"The common theme we keep seeing amongst our clients is that they are facing rapid and sometimes unexpected change. With this comes a real need for clients to respond instantly to market opportunities and this is enabled through the quality and method of their communications and live events," she commented.
The approach of blending resources, along with disruptive thinking, are at the heart of the new brand. "Our collaborative approach encourages idea generation that acts as a catalyst for us to challenge clients’ preconceptions and assumptions. This means we develop new and innovative ways to address clients’ challenges and provide them with real value," Burns added.
Burns spoke about the new brand, then referred to as Brand X, to C&IT back in September in a in-depth interview. The company has been implementing a variety of training and internal initiatives throughout 2014 to give staff time to embrace the new brand, adopt new ways of thinking and see first-hand how the two brands will work alongside each other.