Spark Agency Group: Canada’s First Indigenous-Owned Marketing and Communications Agency Is Changing the Game

In an industry often marked by tradition and established players, a bold new venture is rewriting the rules of marketing and communications in Canada. Spark Agency Group, launched with the backing of an Indigenous investment firm, has emerged as the country’s first Indigenous-owned and led full-service agency - and it’s here to make a difference.

This ground breaking agency unites the expertise of Jelly Marketing, Symmetry Public Relations, and Elizabeth Bunney Communications under one brand, with the support of Maskwa Investments Inc., led by tech and investment veteran Joshua Nilson. The result? A cousin collective with leadership representation from all three distinct groups of Indigenous Peoples in Canada: First Nations, Métis, and Inuit.

“This is not only a first for an agency of this kind and scale, but also for a collaboration of this magnitude,” says Darian Kovacs, one of Spark’s founders. “We’re disrupting the status quo to create meaningful, lasting change.”

At its core, Spark is about empowerment. The agency aims to amplify Indigenous voices while ensuring these communities actively shape decisions that impact them. Its inclusive, culturally grounded approach is what sets Spark apart, bringing authenticity and integrity to every campaign.

“Our approach is deeply rooted in the intersectionality of our lived experiences,” shares Elizabeth Bunney, CEO and co-founder of Spark. “As a Métis person, my ancestors have long served as translators between Indigenous and non-Indigenous worlds - bridging languages, cultures, and worldviews. Through this work, we honour their legacy and inspire meaningful change.”

A New Era of Marketing

Spark represents a shift not just in who leads the work but in how the work is done. By embedding Indigenous values into every strategy, Spark is redefining how brands communicate with authenticity and cultural respect. This approach fosters trust and builds relationships - both within Indigenous communities and with the brands seeking to connect with them.

“We’re not just building campaigns – we’re building relationships,” says Ben Borne, co-founder of Spark and Leader of Symmetry Public Relations. “We listen, we learn, and we work side by side with Indigenous communities to ensure our strategies align with local knowledge and values. Our work is about creating meaningful change that benefits the next seven generations and beyond.”

Innovating in Impact Investing

Spark’s innovative model wouldn’t be possible without the vision of Maskwa Investments Inc., whose founder, Joshua Nilson, brings decades of experience in narrative creation from the gaming and interactive media industries. For Joshua, Spark represents the potential of impact investing - investments that create measurable social change alongside financial returns.

“I’ve been waiting for a project like this because nothing like it exists,” Joshua says. “This is an opportunity to create and change narratives - and to do it for good. That’s impact investing.”

The Future of Marketing and Communications

As the first agency of its kind in Canada, Spark is more than a marketing agency - it’s a movement. By weaving Indigenous perspectives into the fabric of its operations, Spark is setting a new standard for inclusion, collaboration, and sustainability in the marketing world.

United under one brand, Spark Agency Group is the agency of choice for large-scale marketing and communications projects - proving that innovation and respect for cultural values can go hand in hand. With its sights set on shaping the future, Spark is paving the way for meaningful progress in the industry and Indigenous communities alike.

For brands looking to embrace inclusivity and cultural authenticity, Spark Agency Group offers not just a partnership but a path to meaningful, lasting impact.

Learn more about this collaboration at https://www.sparkagencygroup.com