Spark Green and Yoke merge to form independent agency group
Melbourne based agencies, Spark Green and Yoke have merged to form an independent agency group.
Spark Green’s founder, Sharon Nelson will be managing director for Spark Green + Yoke, and will lead the group in this position, with Yoke founder, Mehdi Qerim taking a non-executive position on the board, and will not be involved in day-to-day operations.
Mehdi Qerim and Sharon Nelson
Nelson said: “As the digital experts and partners of some of Australia’s biggest finance brands, we’re excited to bring more brand-led thinking and audience understanding to our clients. We’ve admired Yoke’s focus on growth from afar, now we’re able to offer this strategic brand growth methodology to more of our client partners. And it’s super exciting for us – the finance sector needs this thinking now more than ever.”
The two agencies will combine capabilities, including creative strategy, insight-driven digital design and conversion-focused digital tools, in order to deliver added value for clients. The agency will also now have increased access to communications specialists covering brand strategy, digital design, marketing and creative services.
The move will see the combined agency will boasts more communications specialists, covering brand strategy, all facets of design, digital marketing, and creative services.
Regarding the merger, Qerim said: “Joining forces with one of the industry’s most respected specialists has been incredible for both teams. We have the same worldview – we’re a group of strategic thinkers who champion our clients’ brands, understand what their audiences need, and produce work that delivers growth. It’s no wonder why Spark Green have 10+ year client relationships.”
The agency group said that it is set to carry out a rebrand later this year, which will be conducted in-house. The agency will go forward as Spark Green + Yoke in the interim, operating out of Yoke’s office in Collingwood.
All of Spark Green and Yoke’s clients are to come together under one roof, and the agency said that there will be no job losses as a consequence of the merger.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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