Publicis Retires Mediavest Name After 18 Years, as Agency Rebrands as Spark Foundry

The move is intended to highlight the agency's 'startup spirit'

Mediavest | Spark is no more.
Photo Illustration: Dianna McDougall; Sources: Getty Images, Publicis Media

Publicis Media is retiring the Mediavest moniker after 18 years, rebranding the New York-based media agency most recently known as Mediavest | Spark as Spark Foundry.

“Today by unveiling Spark Foundry, we’re continuing to evolve our brand to meet marketplace needs,” Spark Foundry U.S. CEO Chris Boothe said in a statement provided to Variety. “By extending our startup spirit and powerhouse soul across the globe and simplifying our name, we’re sharing the heat that has fueled our growth for the past five years. This is sure to benefit our clients and talent.”

“The essence of Spark Foundry is about being future-ready for our business, our people and our clients,” Spark Foundry U.K. CEO Rachel Forde told Campaign. With today’s main challenge being speed, we’re working to be faster and more agile at building solutions to client challenges.”

As Campaign points out, Mediavest | Spark traces its history back to 1993, when the media buying arm of D’Arcy Masius Benton & Bowles (DMB&B) became TeleVest. TeleVest subsequently combined with DMB&B’s media planning division in 1999 to become Mediavest, one of the industry’s first full-service media shops.

The next year, the Starcom Mediavest Group holding company was formed out of the merger of Mediavest and Starcom Worldwide. Last year, Publicis Media reorganized its six media agencies into four, splitting Starcom from Mediavest and combining Mediavest with Spark to form Mediavest | Spark.

In January, the media agency lost Honda Motor Company’s $600 million media buying account to RPA, following a review. Honda’s decision to part with the media agency was later attributed to “alleged irregularities in how its account was handled.”

However, KFC also named Mediavest | Spark as its U.S. media agency of record the same month, following a review launched in September.

In February, global brand president Brian Terkelsen stepped down from his position with no successor named at the time.