sparks&honey is everything I love about academia and everything I love about the agency world all crammed into one colorful office on Madison Avenue.

On our visit yesterday, I was blown away by smart, thorough research methods and culturally relevant communications strategy all in one place. To see trend spotting without guesswork and good research without bureaucracy was inspiring, to say the least.  

As I embark on my own independent academic research over the next year (yikes), I hope to translate the colorful, curious energy of sparks&honey to my own work. For my thesis on cultural movements in advertising, I’ll build a relevant structure to organize my thoughts, then analyze signals from culture in a way that will actually be useful for people working in the field. 

It’s a daunting task, but I’m ready to explore.

Rachel Benner. 05.10.2017