Sparq invests in creative future with new Creative Director appointment

Helen joined Sparq in November 2023, bringing with her a wealth of experience across a varied career. Although her path into the events industry wasn't a traditional one, storytelling has always been at the heart of her work. From producing academic conferences and creating visitor experiences for stately homes to developing corporate communications, Helen has built her career around helping organisations communicate their stories, both internally and externally.

When Helen joined Sparq as an Event Producer, she quickly found herself leading one of the company's most ambitious projects. She became the lead producer for the Mayor of London's Numeracy Roadshow, a 52-date public campaign designed to raise awareness of adult and family numeracy across every London borough.

Each event required collaboration with a local community partner, making it a significant logistical undertaking. Helen relocated to London for four months to oversee the campaign and ensure every event received the attention and dedication it deserved.

Reflecting on the experience, Helen said:

"It was a huge undertaking and something I was really proud of. It was also incredibly rewarding to be trusted with such a significant project so early into my role."

As Creative Director, Helen now leads both Sparq's Creative and Marketing teams, bringing them together under one department. The move will create closer collaboration across the business, encourage new ideas and provide greater opportunities for colleagues to contribute to both internal initiatives and client projects.

Speaking about her new role, Helen said:

"It's really important to me that all our departments work together as one team. I'm excited to have progressed through the company and gained the understanding that allows me to support others while driving creativity into every aspect of the business."

Quote from Joint Managing Director, Helen Elam

“Three years ago, Helen joined Sparq, and from the very beginning we knew we'd made the right decision.

Helen brings something truly special. Her creativity, passion, and commitment to who we are as a business have helped shape not only how we work, but how we continue to evolve for our clients. She doesn't just think creatively, she thinks differently, always looking for new ways to deliver experiences that are unique, meaningful, and tailored to what our clients really need.

But Helen's impact goes far beyond creativity. She is a passionate advocate for our people, encouraging growth, inspiring confidence, and helping our team see the potential in themselves. She leads by example, creating an environment where ideas flourish and people thrive.

As Sparq continues to grow and stay ahead in the ever-evolving events industry, we knew we needed creative leadership at the highest level. Promoting Helen to Creative Director was an easy decision, and we're delighted to welcome her to the board.

Congratulations Helen, this is so well deserved, and we can't wait to see where your vision takes Sparq next.”