Independent digital marketing agency Sparro by Brainlabs has promoted Sarah Davidson to the newly created role of managing partner.
Davidson, who joined the company just over a year ago, will work closely with the business co-founders, Morris and Cameron Bryant, to expand Sparro's capability as a full-funnel media agency.
The appointment comes after years of sustained growth for the agency. In the 10 months since the business acquisition by Brainlabs, Sparro has had a growing headcount and over 20 new client wins, including Healthengine and Under Armour.
Sparro exec partner Cameron Bryant said Davidson’s 20 years of experience in media buying and executive leadership will be instrumental in improving the agency's competitiveness across full-funnel media.
“Sarah brings an exceptional depth of media knowledge that perfectly complements our client service ethos,” he said.
“Her experience allows us to approach complex client challenges with a broader, more holistic media lens. With Sarah
at the helm of client strategy, we’re in the best possible position to be as impactful as possible.”
Bryant cites the market’s growing preference for streamlined agency portfolios, as well as a need for more transparent ROI as a reason for the agency’s transformation into a full-funnel media agency.
“Our clients are telling us what they want loud and clear: more measurability across the entire marketing funnel,” he said.
“In a tough market, they need a proven return on investment in marketing. By taking a digital-first approach to full-funnel media - supported by rigorous data science - we reckon we deliver on that request and fill a real gap in the market.”
With a growing roster of complex clients, Davidson will focus on strengthening Sparro’s relationships with executive leaders, addressing core business challenges through targeted, innovative media strategies.
Her leadership also frees Cameron and Morris Bryant to focus on growing client relationships and directing overall business strategy with Brainlabs.
Davidson said outstanding results for clients are built on strong relationships, and those relationships rely on trust and open communication
“Over the last 12 months, Sparro has welcomed ambitious, growth-focused clients looking for media diversification and a true agency partnership. My goal is to help deepen those partnerships; breaking down communication barriers so we can uncover new growth opportunities together,” she said.
“Sparro’s evolution from a performance agency to a full-service provider — driven by the values of a digital agency — has always been about delivering value and meeting the needs of clients. My focus will be on expanding our full-service offering to drive both immediate and long-term results for our clients through data-driven, full-funnel strategies.”
The role is newly created in the local market but aligns with the global Brainlabs business structure as the group builds out their global capability and presence in the APAC market.
Sparro is already driving value for Brainlabs by supporting on major global blue chip clients and working alongside their new parent business, including sharing existing clients in American Express and Estee Lauder Companies.
The agency are finalists for Digital Agency of the Year, Best Use of Data in Campaign Planning, Best Use of AI and Technology and Employer of the Year at the AdNews Agency of the Year Awards to be announced in February.
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