Grenade & Sparks investment from NextStage

Independent advertising agency gets funding from NextStage to finance acquisitions

Grenade & Sparks is an independent brand and digital communications agency, founded in 2012 from the merger of Grenade, an advertising agency created in 1990, and IRM Agency, a digital agency founded in 2001. Grenade & Sparks currently employs 70 talented people who have earned it a reputation for innovation in ad creativity and in transforming and aligning its business with digital technologies and practices.

NextStage considers Grenade & Sparks to be one of the few communication agencies that is able to help its clients adapt to the profound transformations which the Digital Revolution has brought to the global economy and to four fundamental trends — the emotional and user economy, Internet fragmentation, the on-demand industry, and green growth.

Grégoire Sentilhes, Chairman of NextStage: “Businesses must reinvent themselves and understand these changes, which are completely disrupting the ‘old economy’. They need to understand the consequences of these changes, what they require and what they can subsequently offer. We became interested in G&S because it embodies the spirit of innovation and these principles.”

Grenade & Sparks is one of the few independent creative communications agencies to have successfully executed its digital transformation strategy and is now helping many companies take advantage of this revolution.

As Hélène Saint Loubert explains: “These world-changing transformations are already in the DNA of many of our clients, such as easyJet, a pure player that created a new business model by making air travel accessible to almost everyone. But some of our clients are mid-sized companies with older brands (like Somfy, Terraillon and Kiloutou) that have successfully reinvented themselves by venturing into new markets that are currently booming. For these three clients these markets are respectively: the Internet of things and smart homes; connected well-being; and the on-demand economy.”

Meeting the challenges of the world’s e-transformation requires new creative talent, strategic planning, digital technologies, great customer experiences… and a new type of horizontal and collaborative relationship between communications agencies and advertisers that enables the free flow of information to optimize the processing of data and target the end customer’s needs with ever-increasing precision.