Press release

PA Consulting Group enhances innovation, digital insight and strategy expertise through acquisition of Sparkler

16 May 2018

PA Consulting Group (PA) announced today it has acquired Sparkler, a leading digital insight and strategy consultancy. Sparkler’s customer insight, brand strategy and service design expertise complements PA’s existing innovation, digital and strategy expertise.

In a world where strategies, technologies and innovation collide, the combination of PA’s and Sparkler’s capabilities will help clients to understand and respond to shifts in their customer and competitive landscapes, and to seize the opportunities of disruptive change.

Sparkler works with many of the world’s most advanced digital brands and blue-chip companies, including Microsoft, eBay, Diageo, Electrolux, Sainsbury’s, Sky and Uber. With expertise in consumer research, including digital communities, Sparkler has market-leading understanding of how consumers think and behave in the digital world. The company has a long-standing track record in helping clients innovate their services and position their brands for success. In 2017, Sparkler won a Best Agency award at the Market Research Society awards.

Find out more about Sparkler, our digital insight and strategy team

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Andy Katz, who leads PA’s strategy team, said: “Customer needs, behaviours and expectations are changing at an unprecedented pace. At the same time, the traditional distinction between products and services is blurring, with new ways to create value emerging. Many markets are now being disrupted both from within and by new entrants. As a result, it’s vital that organisations get even closer to their customers and create relevant products fast. 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.”

Sparkler’s founding partners, John Robson and Magnus Willis, said: “We are very excited about joining PA. 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 on this upward trajectory. Understanding the human side of the digital world is essential to all businesses and we will now be able to bring our expertise to more clients, in more markets, more swiftly. PA’s broader expertise will also help us to meet more of our clients’ needs, while providing great opportunities for our people.” 

Founded in 2001 and headquartered in London, Sparkler has over 60 employees. The terms of the transaction were not disclosed.

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