PA said that Sparkler’s customer insight, brand strategy and service design expertise would complement its existing innovation, digital and strategy knowledge and would help clients understand customer shifts and manage disruptive change.

London-based Sparkler was founded in 2001 by John Robson and Magnus Willis and now has more than 60 employees. It won the Best Agency with turnover under £20m in the MRS Research Live 2017 awards.

Its clients include brands such as Microsoft, eBay, Diageo, Electrolux, Sainsbury’s, Sky and Uber.

Both Robson and Willis worked in planning and strategy at ad agencies before setting up Sparkler. They are remaining with the business, which will keep its own offices while working in integrated PA teams on joint client projects.

Robson and Willis said: “Sparkler has seen excellent growth over the past three years as demand for digital insight and strategy has increased. Becoming part of PA enables us to continue this upward trajectory. PA’s broader expertise will also help us to meet more of our clients’ needs, while providing great opportunities for our people.” 

Andy Katz, who leads PA’s strategy team, said: “At PA, we believe in the power of ingenuity to build a positive human future in a technology-driven world and Sparkler’s expertise in the human side of our digital world is a great addition.”