Paper + Spark

Paper + Spark AMI Agency of the Year (Mid-size) 2024
Storytelling | Creative | Social | Digital | PR | SEO + more

3 conversions. That's where performance landed when budget was reduced and campaign objectives shifted mid-flight.We'd a...
02/06/2026

3 conversions. That's where performance landed when budget was reduced and campaign objectives shifted mid-flight.

We'd already proven TikTok was a valuable platform, with 925 conversions at $43.24 CPA in campaign phase one. But the restructure left the algorithm with too little data to optimise on. It stalled.

The fix wasn't just more spend. It was rebuilding the learning phase properly: right campaign structure, right objective, enough signals. We used TikTok's AI campaign set up and targeting features and started from the ground up.

Two weeks later: 2,203 conversions at $0.64 CPA.

The real takeaway: TikTok's algorithm is sensitive to structural changes. Before you cut spend or shift objectives, know what that does to your learning phase.

Full breakdown in the carousel above! 👆

Big news from the Sparks. We're growing! ✨Four senior appointments and one very well-deserved promotion, all pointing in...
20/05/2026

Big news from the Sparks. We're growing! ✨

Four senior appointments and one very well-deserved promotion, all pointing in the same direction: healthcare communications that drives real change, not just awareness.

Huge congratulations to Margot on her promotion to Head of Creative and Production, and a warm welcome to Caroline, Will, and Emily. So glad you're here!

Last Tuesday, Rhi and Margot attended the Pinterest × Triple Whale summit on digital advertising and a few things really...
29/04/2026

Last Tuesday, Rhi and Margot attended the Pinterest × Triple Whale summit on digital advertising and a few things really stuck out to us.

The big one:
The customer journey isn't linear. Someone might see an ad on TikTok, then Instagram, then Pinterest, and only convert later via Google. Yet most brands are still crediting that final click. Measurement needs to evolve!

A few other thoughts:
- Showing up early and often isn't optional. Attention is fragmented, and the brands winning are present across the full journey

- 75% of $10M+ revenue brands are now active across three or more paid media channels. Multi-platform isn't advanced strategy, it's the baseline

- AI overviews are reshaping search, and brands that don't adapt risk being left out of the conversation entirely

- Rising competition is pushing ad costs up year on year. Speed and efficiency aren't nice to have, they're how you stay viable

- Full-funnel isn't just a buzzword. It's how people actually behave

Want to apply some of this thinking to your campaigns? Get in touch!

05/03/2026

There's a lot of generic information out there about egg freezing. But it's hard to find information that's personalised, independent, or based on real Australian data.

That's exactly what YourEggFreeze does. It's the first government-funded estimator of its kind in Australia. Free, not tied to any clinic, and designed to give women a more realistic picture of their individual chances.

We're proud to partner with the UNSW team and Prof. Georgina Chambers at Your IVF Success to help bring this important tool to a national audience, and amplify the conversation around informed fertility planning.

Watch the full coverage below 👇

She's a finalist!Our very own@rhi_darcy has made 's 30 under 30 ✨ FINALIST ✨ list and we couldn't be more proud.Since ...
26/02/2026

She's a finalist!

Our very own@rhi_darcy has made 's 30 under 30 ✨ FINALIST ✨ list and we couldn't be more proud.

Since joining the Sparks, Rhi has rapidly expanded our media platform connections, upskilled the team, delivered great results across our digital media client portfolio, and lined up some fantastic event collaborations with big players like TikTok and Pinterest.

(Not to mention, she's brought *peak* manicure game to the office 💅)

Rhi, you're already a winner in our eyes! 👑

25/02/2026

We loved hosting our clients at 's stunning Sydney HQ for an exclusive workshop on culture, creativity, and what’s shaping demand in 2026.

The energy in the room was incredible. Nothing beats connecting face-to-face and Sparking ideas together.💡

A few takeaways that made us rethink stereotypes:
✨ 9M monthly Pinterest users in Australia
✨ 20% aren’t on TikTok, 3% aren’t on Instagram
✨ 88% of $175K+ household income earners come to Pinterest to discover ideas just for them
✨ 70% of AU users rank in the top 1–2 segments globally for purchasing power
✨ Users are 80% more likely to trust branded content here vs other platforms

Challenging assumptions leads to smarter media planning, and Pinterest is full of insights waiting to be discovered.

24/02/2026

Recently we hit pause on the day-to-day to zoom out.

To think bigger, challenge ourselves and ask how we can serve our clients better in a digital landscape that refuses to stand still - because The Future is Now (our theme for the day!).

We explored:
✨ Finding creative inspiration in the everyday (thanks to Wade Kingsley )
🤖 How AI can take care of the repetitive, so we can focus on the deep, meaningful work
🚀 How our business and services can change with the rapidly chaning AI landscape
📻 The evolving marketing solutions from Southern Cross Austereo (the home of , , and more!)

Days like this aren’t a luxury, they’re essential. Because better thinking leads to better outputs!

Thanks to SCA for hosting us at their gorgeous rooftop space in Sydney for the day.

Have you worked with our wonderful Performance Manager Rhianna Lieu? ✨We bet that if you have, you've loved her bubbly p...
12/02/2026

Have you worked with our wonderful Performance Manager Rhianna Lieu? ✨

We bet that if you have, you've loved her bubbly personality, enthusiasm, attention to detail, awesome results and encyclopaedic knowledge of all things media!

Now's your chance to give her some love, as open the voting lines for the 30 under 30 People's Choice Award.

Voting only takes a few moments 👉 https://www.bandt.com.au/its-that-time-to-cast-your-votes-for-30-under-30s-peoples-choice-award/

19/01/2026

SEO isn’t dead, but it’s no longer enough. 👆

15/01/2026

Reflecting back on 2025, we’d like to thank all the Sparks, our freelancer friends, suppliers and clients for all their hard work, insight and support over the last 12 months.

As you can see from this video, it’s been a busy one and we’ve learned, laughed and lived a lot.

Ready to Spark something in 2026? We advise medium to large businesses across the entire digital strategic communications and marketing spectrum. If you would like to learn more� about how we can help you, please get in touch!

Address

Level 17, International Tower 3
Sydney, NSW
2000

Website

https://paperandspark.com.au/

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