Publicis Media has consolidated its two global networks, with Blue 449 absorbing into the Spark Foundry brand.
The move sees the new network strengthen its presence in Australia, Canada, China and other markets around the world.
In France, the US and UK markets, Sparky Foundry and Blue 449 will retain their independence but co-operate closely.
Leading the new Australian entity will be Spark Foundry’s current CEO Sue Squillace, supported by Duncan Parfitt as COO.
Squillace said: “I am really excited to have the opportunity to lead this newly formed strategic alignment.
“This evolution of Spark Foundry will deliver our people and clients a brand with greater scale, greater market impact and a greater connected global network”.
Publicis CEO Steve King (feature image) said: “As a brand-led organisation, we are committed to our strong agency brands as transformation partners for clients.
“Guided by this commitment, we are further scaling Spark Foundry as a global network”.
Over the past year, Spark Foundry has won substantial new business such as Marriott and Lenovo (global), Mondelez (multi-market), Macy’s, Audible, and Southwest Airlines in the US, Savola in UAE, and Campbell Arnott’s in Australia.
Spark Foundry global brand president Chris Boothe said: “We couldn’t be more excited to expand our extraordinary talent and capabilities across the world.
“Further, I am thrilled to welcome the Blue 449 talent and clients to the Spark Foundry family.
“I’m confident these clients will benefit from continuing to work with the talent who know them and their business well, now backed by Spark Foundry’s unique HEAT proposition strongly resonating and delivering for clients around the world”.
Meanwhile, Phil Georgiadis, global chairman of Blue 449 and Publicis Media UK, has decided to leave the company, having co-founded Blue 449 (formerly Walker Media) in the UK in 1998.