The multi-discipline insight agency has renamed as Sparkminds as part of a plan to better reflect its offer and the demands of the market.

Sparkminds will continue to work from its newly-refurbished rural Warwickshire headquarters, with no changes to its ownership or corporate governance.

The agency, which was founded in 2009 and achieved B-Corp accreditation in 2024, specialises in brand tracking, market segmentation, proposition and creative development research, and spans both the business-to-consumer and business-to-business sectors.

The proposition development and rebrand was carried out by Ian Boulter and Martin Heffernan, former creative directors at Chapter.

Sparkminds founder and chief executive Duncan Nealon (pictured right) said: “As a business, we receive an increasing demand for, and praise of, the consultancy we deliver. Clients come to us because we combine the smartest consultancy minds in the industry, with a flexible agency framework that enables the team to get very close to clients, and provide considered strategic recommendations, that spark positive commercial change.

“The new name simply better reflects who we are and what we do; we are a team of very bright minds and we spark the minds of our very smart clients.”

Cat Harwood (pictured left), agency partner at Sparkminds, added: “Not only are Ian and Martin exceptional strategic and creative minds in their own right, but a great advantage of collaborating with them on the rebrand was their deep familiarity with our offering.

“Having worked together numerous times over the years on shared clients, they immediately understood our vision and what we were looking to achieve.”