Publications 

Practical guides, reports and frameworks for creative agencies and brands. Filter by topic or download the full collection.

  • The Spark Report: AI in Creative Agencies Benchmark

    The original benchmark on AI adoption in Creative Agencies. Essential insights from industry leaders leveraging AI to enhance creativity, streamline workflows, and stay competitive. New edition every 6 months.

    Our latest report reveals the stark divide emerging in the industry – and provides a clear roadmap for agencies ready to lead rather than follow.

    AI in Agencies Benchmark, Report, Agency, Marketing

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  • Cover of a report titled 'The Marketer's AI Playbook for 2025' by We Are Spark, with a pink starburst graphic on a blue background.

    The Marketer's AI Playbook

    Our comprehensive playbook offers marketing leaders a clear roadmap for harnessing AI's potential – from strategic planning to practical implementation.

    Our playbook covers building AI fluency across your team, turning AI into a competitive advantage, overcoming AI's challenges in marketing and sets out your 90-day AI roadmap to move from experimentation to AI adoption.

    Marketing, Whitepaper, Brand

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  • Book cover titled 'The Environmental Impact of AI: What every creative and marketing leader needs to know,' with a geometric purple starburst design on a blue background, and 'Spark' logo at the top left.

    The Environmental Impact of AI by Spark AI

    A practical, evidence-led guide to the environmental impact of AI – and how creative and marketing teams can make informed, intentional decisions about its use.

    Whether you're an agency leader, a creative, a strategist, head of AI or a CMO, this guide helps you use AI more effectively – supporting sustainability goals while delivering creative outcomes.

    Environment, Report, Agency, Brand, Marketing

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  • Cover page of a report titled 'AI & Copyright in 2025: What every creative leader needs to know' by WEARESPARK and CREATIVEREIGHTSINSTITUTE, featuring the logos of both organizations, contact information, and a large orange asterisk graphic on a two-tone background of beige and pink.

    AI and Copyright in 2025

    We teamed up with the Creative Rights Institute to bring you a guide to the current situation of AI and Copyright in the UK, EU and US. Essential reading to inform your AI strategy.

    This report is a best endeavours summary of the AI and copyright and is intended to provide a summary of the situation for creative and marketing leaders – it isn't a replacement for legal advice!

    Copyright and IP, Whitepaper, Agency, Brand, Marketing

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  • Screenshot of an online discussion titled "AI Strategy for Agencies in 2026: Profit, pricing, M&A & what 'good' looks like," featuring Rory Spence from Wow and Jules Love from Spark, with video thumbnails of both speakers.

    AI Strategy for Agencies in 2026: Profit, Pricing, M&A & What "Good" Looks Like

    In this strategic conversation Jules Love, co-founder of Spark AI and Rory Spence, Commercial Director of the Wow Company have a powerful discussion about protecting margins and navigating M&A due diligence in the AI era, and how to move from fragmented AI usage to organisation-wide capability.

    AI in Agencies Benchmark, Webinar, Agency

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  • Cover page for a publication titled "The Future of Skills and Hiring in the Age of AI." Contains a black-and-white photo of a woman in a wheelchair holding a laptop, smiling and talking to a young woman. Background shows other people standing and talking.

    The Future of Skills and Hiring in the Age of AI

    Developed in collaboration with The Industry Club. 149 UK agency leaders reveal how AI is reshaping talent, skills, and leadership in creative agencies.

    Discover the 4 stages of AI maturity, why AI confidence doesn't equal capability and the hiring and AI skills strategies of independent, network and in-house agencies with real world case studies.

    Skills and Hiring, Report, Agency, Marketing

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