23rd April 2026: Spark, the strategic global creative production agency, is expanding its Localisation and Translation Service, balancing the use of advanced embedded AI with human expertise, to close the growing ‘complexity gap’ between brands’ content strategy requirements and delivery across multiple channels globally.
The growing global language services market is now estimated to be worth between $75bn and $94bn and as demand for content across different channels, formats and timelines increases, so does the pressure on brands to deliver campaigns in multiple markets. One campaign can now span digital, social, CRM, product, web, retail media, packaging, and OOH delivering over 100 assets, in over 50 countries.
Research shows an increase in demand for content from organisations, with nearly a quarter of marketing teams creating 10,000 to 100,000 assets annually and workflows involving between 51 and 200 people to create, review, approve and deliver each piece of content.
The challenge runs deeper than volume. Content is frequently moving across multiple systems, teams and agencies with no single point of contact, and localisation is often brought in too late — treated as the final stage of the process, rather than an integrated part of campaign design. The result is human error, inconsistency across markets, and campaigns that look and feel different, depending on where they land. As campaigns grow in complexity, the gap between what brands need to deliver and their ability to do so consistently widens.
“Localisation is complex and often sits within multiple departments.” commented Bernie Bingham, Chief Strategy Officer at Spark “It’s a responsibility brands share across CMOs, regional marketers, product teams, legal and external agencies. Having multiple teams, simultaneously working on campaigns across markets presents challenges around consistency and delivery. This is where our service expansion comes into force, working as an extension of brands’ internal teams to do the hard, unglamorous part of marketing that is built around transparent processes, experience and a deep understanding of the fragmented content market.”
Spark’s expanded offering follows recently successful campaigns with Netflix, Microsoft and Xbox, delivering simultaneous campaigns and handling complex content adaptation through its teams across Europe, America and Asia.
Gerald Donnelly, Director of PAC Localisation, Content and Packaging at Microsoft, commented: “We have found Spark’s strategic partnership enables us to manage content at scale, across products and markets, through a collaborative relationship and by embracing AI. The team understands our context, operates with clear ownership and quality expectations, and engages as a true extension of the team. We share a desire to deliver content that resonates with global audiences on a local level.”
Spark’s increased capabilities now allows it to work with 220 different languages and dialects, delivering assets to 75 countries, supporting a high volume of content across many formats while maintaining cultural nuance, brand guidelines and specific brand requirements.
Bernie Bingham at Spark added: “As global content demands continue to grow, brands are increasingly looking for partners who can bring consistency, structure and reliability to the complexity of multi-market delivery. Spark’s expanded service is designed to meet that need”.
Spark’s strategic capabilities are ISO accredited for security, privacy, quality and AI.
