Building Netflix’s global creative engine, one launch at a time

What started as a pilot became a playbook that Netflix now uses to keep campaigns cohesive across the globe.

Project at a glance

Challenge:

Netflix needed a reliable partner to bring consistency and speed to its global campaign launches without slowing down local teams.

Solution:

Spark embedded alongside Netflix’s marketing and production teams to design a central creative model that combined process, flexibility, and creative craft.

Impact:

Together, we built a repeatable system that keeps campaigns on-brand, on time, and ahead of audience expectations.

THE CHALLENGE

Netflix’s regional teams were delivering creative at record speed, but with every campaign running through different processes, timelines, and vendors, growth only widened the gap between creative and operations.

That fragmentation led to repetitive work swallowing producer time, inconsistent execution across territories, and disconnected delivery that hurt operational efficiency, leaving teams managing logistics instead of maximizing creative impact and underscoring the need for a clear, culturally aligned partner who could scale quality quickly.

THE SOLUTION

Spark began with process maps, working with producer teams to understand the wider landscape and workflow nuances. By plotting out options together, we built shared understanding and shaped how our support should be structured. From there, we partnered with Netflix to co-design a central creative workflow that simplified how assets were requested, tracked, and adapted across regions.

The Operational Backbone for Global Campaigns

Spark became part of Netflix’s team, working within their systems, joining regular check-ins, and connecting regional producers, local agencies, and media partners.

• Fully adopted Netflix tools, workflows, and communication channels.

• Coordinated Global Launch activity across regions and partners.

• Earned confidence through clear visibility, fast responses, and consistent delivery.

A Trusted Embedded Model

Beyond support, Spark operated as a true extension of Netflix’s brand team, bringing brand guardianship, tighter rigour, and practical structure. The partnership was designed to stay agile while improving quality and reliability at speed.

• Operate as an embedded brand partner, protecting standards while raising creative craft.

• Introduced clear processes and checkpoints that strengthened deliverability without slowing momentum.

• A responsive partner able to move quickly from brief to launch, balancing creativity with operational speed.

Central Delivery at Global Scale

What started as limited poster adaptations has grown into end-to-end OOH and DOOH rollout across multiple regions. Spark now powers a central, scalable delivery model inside Netflix’s structure, built for always-on, reactive, bespoke, and standardised global work spanning local titles and major imports.

• Evolved from tactical execution to a multi-region delivery engine.

• Runs a central scalable model aligned to Netflix’s organisational setup.

• Maintains quality, control and delivery even as deadlines compress and campaign stakes increase.

THE IMPACT

The partnership became more than production, it became Netflix’s creative engine.

Regional teams can now focus on creativity, not coordination, to deliver calibrated assets that look and feel like Netflix everywhere.

Our shared approach earned Creative Initiative of the Year at the 2024 BASE Awards, a recognition of collaboration, not just output.

• Brand consistency, simplified. With a process in place that manages all creative assets, keeping every market on-brand and legally sound.

• Time back for creativity. Netflix teams spend less time coordinating and more time shaping campaigns.

• Speed at scale. Delivering creative bespoke and standard campaigns, proving that our model works under pressure.