Freeman Announces Acquisition of Sparks, a Global Brand Experience Agency

Freeman宣布收购全球品牌体验机构 Sparks

2023年08月01日

Sparks to Combine with Freeman’s Agency Business to Create a Leader in Corporate Events, Corporate Exhibits and Brand Experience

Sparks 与 Freeman 的代理业务合并，打造企业活动、企业展览和品牌体验领域的领导者

DALLAS, TX – Freeman, a global leader in events, today announced that it has acquired Sparks, a global brand experience agency. Terms of the transaction were not disclosed.

德克萨斯州达拉斯 – 全球活动领导者 Freeman 今天宣布收购全球品牌体验机构 Sparks。交易的条款没有披露。

Founded in 1919 and headquartered in Philadelphia, Pennsylvania, Sparks is globally recognized for providing award-winning exhibit and event experiences to a diverse group of Fortune 1000 brands, including Google, Salesforce, Anheuser-Busch InBev, and T-Mobile. Sparks’ proven approach to best-in-class client service, project management, and delivery is designed for and tailored to corporate customers.

Sparks 成立于 1919 年，总部位于宾夕法尼亚州费城，因向众多财富 1000 强品牌（包括 Google、Salesforce、Anheuser-Busch InBev 和 T-Mobile）提供屡获殊荣的展览和活动体验而享誉全球。Sparks 提供一流客户服务、项目管理和交付的经过验证的方法是专为企业客户设计和定制的。

Sparks will combine with Freeman’s award-winning agency business, which also caters to major corporate clients, including Amazon, Cisco, and Kohler.

Sparks 将与 Freeman 屡获殊荣的代理业务相结合，该业务还为亚马逊、思科和科勒等主要企业客户提供服务。

This agency combination will focus on the corporate market and complements Freeman’s industry expertise and operational excellence, positioning the Company to accelerate its growth by meeting the evolving needs of corporate clients and show organizers.

这一机构合并将专注于企业市场，并补充 Freeman 的行业专业知识和卓越运营，使公司能够通过满足企业客户和展会组织者不断变化的需求来加速其发展。

“Our combination with Sparks creates a unique opportunity to accelerate Freeman’s vision to become a leader in the corporate space,” said Bob Priest-Heck, Chief Executive Officer of Freeman. “Sparks, like Freeman, is built by great people, has a long history of success, and is one of the most respected names in the industry. We couldn’t be more excited to have Sparks’ talented team join Freeman at this exciting time for the industry.”

“我们与 Sparks 的合并创造了一个独特的机会，可以加速 Freeman 成为企业领域领导者的愿景，”Freeman 首席执行官 Bob Priest-Heck 说道。“Sparks 和 Freeman 一样，都是由伟大的人创建的，拥有悠久的成功历史，并且是业内最受尊敬的品牌之一。在这个行业激动人心的时刻，Sparks 的才华横溢的团队加入 Freeman，我们感到无比兴奋。”

David Sudjian, Chief Executive Officer of Sparks said, “I am thrilled about the immense potential Freeman and Sparks have together. Our exceptional teams are eager to collaborate and leverage our strengths to create extraordinary experiences. The alignment of culture and values between Freeman and Sparks truly sets this combination apart, fueling our ability to deliver remarkable moments worldwide. Together, I am confident we will reach new heights, driven by a shared commitment to excellence.”

Sparks 首席执行官 David Sudjian 表示：“我对 Freeman 和 Sparks 共同拥有的巨大潜力感到非常兴奋。我们优秀的团队渴望合作并利用我们的优势创造非凡的体验。 Freeman  和 Sparks  之间的文化和价值观的一致性真正使这一组合与众不同，增强了我们在全球范围内创造非凡时刻的能力。我相信，在对卓越的共同承诺的推动下，我们将达到新的高度。”

“As our 96-year history shows, Freeman continues to be an industry leader because of our ability to understand trends and make bold strategic moves to support our customers’ needs today and tomorrow,” said Carrie Freeman Parsons, Chair of Freeman. “As a family-owned company, we will continue to enhance our capabilities to better support corporate customers – deepening those relationships while also nurturing our longstanding relationships with show organizers. We look forward to delivering outstanding event experiences with the additional support of our strategic partner KKR.”

“正如我们 96 年的历史所表明的那样，Freeman 仍然是行业领导者，因为我们有能力了解趋势并采取大胆的战略举措来支持客户当前和未来的需求，”Freeman 董事长 Carrie Freeman Parsons 说道。“作为一家家族企业，我们将继续增强我们的能力，以更好地支持企业客户——加深这些关系，同时培养我们与展会组织者的长期关系。我们期待在战略合作伙伴 KKR 的额外支持下提供出色的活动体验。”

Financing for the transaction was provided by KKR primarily through KKR Opportunities Fund II and funds and accounts participating in its Strategic Investments strategy.

此次交易的融资主要由 KKR 通过 KKR Opportunities Fund II 以及参与其战略投资策略的基金和账户提供。

J.P. Morgan is serving as exclusive financial advisor to Freeman, and King & Spalding LLP is serving as legal counsel to Freeman. Cozen O’Connor is serving as legal counsel to Sparks. Simpson Thacher & Bartlett LLP acted as legal counsel to KKR.

JP Morgan 担任 Freeman 的独家财务顾问，King & Spalding LLP 担任 Freeman 的法律顾问。科森·奥康纳 (Cozen O'Connor) 担任 Sparks 的法律顾问。Simpson Thacher & Bartlett LLP 担任 KKR 的法律顾问。

About Freeman

关于Freeman

Freeman is a global leader in events, on a mission to redefine live for a new era. With a data-driven approach and the industry’s largest network of experts, Freeman’s insights shape exhibitions, exhibits, and events that drive audiences to action. The integrated full-service solutions leverage a 96-year legacy in event management as well as new technologies to deliver moments that matter. For more information, please visit https://www.freeman.com/.

Freeman 是活动领域的全球领导者，其使命是重新定义新时代的现场表演。凭借数据驱动的方法和业界最大的专家网络， Freeman  的见解塑造了展览、展览和活动，推动观众采取行动。集成的全方位服务解决方案利用 96 年的活动管理传统以及新技术来交付重要时刻。欲了解更多信息，请访问https://www.freeman.com/。

About Sparks

关于Sparks

Sparks is a live + digital experiential marketing agency. We specialize in creating connection–real human connection–onsite, online or anywhere. Through a thoughtful mix of sound strategy, next-level creative and flawless execution, we create memorable trade show exhibits, live and virtual events, brand activations, and other immersive experiences that deepen relationships, inspire action, and build trust–and we do it all over the world. To learn more about Sparks, visit us at wearesparks.com.

Sparks 是一家现场+数字体验式营销机构。我们专注于在现场、在线或任何地方建立联系——真正的人际关系。通过将合理的策略、更高水平的创意和完美的执行相结合，我们创造了令人难忘的贸易展览、现场和虚拟活动、品牌激活以及其他沉浸式体验，以加深关系、激发行动和建立信任——我们做到了世界各地的。要了解有关 Sparks 的更多信息，请访问 wearesparks.com。

Q&A: Behind the Scenes of Freeman's Acquisition of Brand Experience Agency Sparks

问答：Freeman 收购品牌体验机构 Sparks 的幕后火花

On Aug. 1, global event leader Freeman announced it was acquiring the Philadelphia-based agency. We chatted with Freeman President Janet Dell about what this means for the event industry.

8 月 1 日，全球活动领导者 Freeman 宣布将收购这家总部位于费城的机构。我们与 Freeman 总裁珍妮特·戴尔（Janet Dell）讨论了这对活动行业意味着什么。

Claire Hoffman 克莱尔·霍夫曼

2023年08月02日

What happens when two event industry powerhouses join forces? Major acquisitions and mergers are nothing new in the event industry, particularly after the pandemic, with recent headline-grabbing news like Blackstone’s acquisition of Cvent and Informa’s acquisition of BizBash's own parent company, Tarsus, in the last six months alone. And the latest noteworthy news comes from global event leader Freeman, which this week announced that it has acquired brand experience agency Sparks.

当两家活动行业巨头联手时会发生什么？大型收购和兼并在活动行业中并不是什么新鲜事，尤其是在疫情之后，仅在过去六个月中，Blackstone 收购 Cvent和Informa 收购 BizBash 自己的母公司 Tarsus 等最近的头条新闻就发生了。最新的值得注意的消息来自全球活动领导者Freeman，该公司本周宣布已收购品牌体验机构Sparks。

Founded in 1919 and headquartered in Philadelphia, Sparks is globally recognized for providing exhibit and event experiences to a diverse group of Fortune 1000 brands, including Google, Salesforce, Anheuser-Busch InBev, and T-Mobile. Sparks will combine with Freeman’s own agency business, which also caters to major corporate clients like Amazon, Cisco, and Kohler. (Terms of the transaction were not disclosed.)

Sparks 成立于 1919 年，总部位于费城，因为 Google、Salesforce、Anheuser-Busch InBev 和 T-Mobile 等众多财富 1000 强品牌提供展览和活动体验而享誉全球。Sparks 将与 Freeman 自己的代理业务合并，该业务还服务于亚马逊、思科和科勒等主要企业客户。（交易的条款没有披露。）

The new combined agency expertise will focus on the corporate market. “Our combination with Sparks creates a unique opportunity to accelerate Freeman’s vision to become a leader in the corporate space,” explained Freeman CEO Bob Priest-Heck in a press release. “Sparks, like Freeman, is built by great people, has a long history of success, and is one of the most respected names in the industry. We couldn’t be more excited to have Sparks’ talented team join Freeman at this exciting time for the industry.”

新合并的代理机构的专业知识将专注于企业市场。“我们与 Sparks 的结合创造了一个独特的机会，可以加速 Freeman 成为企业领域领导者的愿景，”Freeman 首席执行官Bob Priest-Heck在一份新闻稿中解释道。“Sparks 和 Freeman 一样，都是由伟大的人创建的，拥有悠久的成功历史，并且是业内最受尊敬的品牌之一。在这个行业激动人心的时刻，Sparks 的才华横溢的团队加入 Freeman，我们感到无比兴奋。”

On the day the news was announced, BizBash caught up with Freeman President Janet Dell to learn more about the acquisition, how the teams will work together, her big-picture view on what's trending now in events, and more.

消息公布当天，BizBash 采访了 Freeman 总裁Janet Dell，了解有关此次收购的更多信息、团队将如何合作、她对当前事件趋势的总体看法等等。

Freeman 总裁珍妮特·戴尔

Freeman acquired Impact Point Group in April, and now Sparks, among other new partnerships. Can you share some of the thinking with these recent acquisitions? How do they make the Freeman ecosystem stronger?

Freeman在四月份收购了 Impact Point Group，现在又收购了 Sparks，以及其他新的合作伙伴。您能分享一下您对最近这些收购的一些想法吗？他们如何让 Freeman 生态系统变得更加强大？

It’s all about growth and expanding our capabilities to better support brands. Sparks and Impact Point Group were the best fit for our company, our culture, and our long-term strategy. With Impact Point Group, Freeman augmented its current offerings so we can be a resource as clients develop their event strategy. With Sparks, it complements our existing offerings so we can provide corporate customers best-in-class service for events, exhibits, and brand experiences.

这一切都是为了增长和扩大我们的能力，以更好地支持品牌。Sparks 和 Impact Point Group 最适合我们的公司、我们的文化和我们的长期战略。通过 Impact Point Group，Freeman 增强了其当前的产品和服务，因此我们可以成为客户制定活动策略时的资源。Sparks 补充了我们现有的产品，使我们能够为企业客户提供一流的活动、展览和品牌体验服务。

For Sparks specifically, how else will the team's experience and skills help augment Freeman’s existing offerings?

特别是对于 Sparks 来说，团队的经验和技能还能如何帮助增强 Freeman 的现有产品？

Like Freeman, Sparks is well respected and a globally recognized brand in the event industry. Sparks brings a depth of experience in corporate exhibits and events that complements Freeman’s rich history working with show organizers and expanding capabilities working with corporate customers. Both companies have great teams that create great events that deliver results. It was a unique opportunity to join a company that shared the same values and culture and had complementary services. Together, we are better positioned to serve the needs of all our customers, including brands and show organizers.

与 Freeman 一样，Sparks 在活动行业中广受尊敬，是全球公认的品牌。Sparks 在企业展览和活动方面拥有丰富的经验，这与 Freeman 与展览组织者合作的丰富历史以及与企业客户合作的扩展能力相得益彰。两家公司都拥有出色的团队，能够举办出色的活动并取得成果。 这是加入一家拥有相同价值观和文化并具有互补服务的公司的独特机会。我们共同努力，更好地满足所有客户的需求，包括品牌和展会组织者。

Will Sparks continue operating under its own name and as its own company?

Sparks 会继续以自己的名义并作为自己的公司运营吗？

Sparks will operate as a stand-alone entity that is a Freeman-owned company. We will integrate Freeman’s agency and Sparks to create Sparks, A Freeman Company.

Sparks 将作为 Freeman 旗下的独立实体运营。我们将整合 Freeman 的代理机构和 Sparks，创建 Sparks, A Freeman Company。

Can you share any details about upcoming projects that Sparks, A Freeman Company, will be working on?

您能否分享有关 Freeman 公司 Sparks 将要开展的即将开展的项目的任何详细信息？

It’s still early in the integration process and we’ll have more to announce in the future. In the meantime, both companies will continue to develop and execute award-winning work for their clients.

整合过程仍处于早期阶段，我们将来还会宣布更多内容。与此同时，两家公司将继续为客户开发和执行屡获殊荣的作品。

There have been a lot of high-profile acquisitions in the event and exhibition world lately. How do you think these types of acquisitions—which can create something of a one-stop shop for clients—make the industry stronger?

最近，活动和展览界发生了许多备受瞩目的收购。您认为这些类型的收购（可以为客户创造一站式服务）如何使行业变得更加强大？

Similar to Freeman, Sparks pride themselves as stewards and advocates for the event industry and, together, represent an even more powerful force to connect people in meaningful ways. Our focus is on providing the best solutions for our customers.

与 Freeman 类似，Sparks 为自己是活动行业的管理者和倡导者而感到自豪，并且共同代表了以有意义的方式将人们联系起来的更强大的力量。我们的重点是为客户提供最佳的解决方案。

Any predictions for the future of the event industry? Are you noticing any shifting trends in what clients want, for example, and how do you see Freeman and Sparks adjusting to fit those needs?

对会展行业的未来有什么预测吗？例如，您是否注意到客户需求有任何变化趋势？您如何看待 Freeman  和 Sparks  进行调整以满足这些需求？

We’re seeing a shift in generations at events. Both event marketers and attendees are getting younger. And people are hungry for more in-person experiences. As we’ve found in our own research, brand trust is built through face-to-face interactions. With Sparks, A Freeman Agency, we elevate our ability to make meaningful moments for more brands, globally.

Within the B2B space, we’re going to continue to see festival-like experiences at events to reach this new audience. These younger professionals have different expectations for how they experience personal and work life. Entertainment and balanced programming are important to them. This is giving rise to consumerization as a trend.

我们在活动中看到了几代人的转变。活动营销人员和参与者都变得越来越年轻。人们渴望更多的亲身体验。正如我们在自己的研究中发现的那样，品牌信任是通过面对面的互动建立的。通过 Freeman Agency Sparks，我们提升了为全球更多品牌创造有意义时刻的能力。

在 B2B 领域，我们将继续在活动中看到类似节日的体验，以吸引新的受众。这些年轻的专业人士对个人和工作生活的体验有着不同的期望。娱乐和平衡的节目对他们来说很重要。这使得消费化成为一种趋势。

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图文来自网络及品牌公开信息，出处见网络

原文链接为：https://www.freeman.com/about/press/freeman-announces-acquisition-of-sparks-a-global-brand-experience-agency

https://www.bizbash.com/meetings-trade-shows/article/22868944/qa-inside-freemans-acquisition-of-sparks