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30 years of helping clients make their brands meaningful, memorable and measurable…
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WE ARE ALL MAKERS
WE ARE ALL MAKERS
More often than not, the creative team gets all of the credit for creating great work. Many awards don’t even have a…
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Michael Peters shared thisSPARK is hiring! We’re a creative branding agency with offices in Tampa, FL and San Diego, CA, and we’re in need of an experienced Account Director for our FL office. If you’re up for a change, a challenge, and some good old fashioned sunshine, let’s talk. https://lnkd.in/gschf_T
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Congratulations! 🎉
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Michael Peters liked thisMichael Peters liked thisWe had a fantastic few days at ADWEEK’s Brandweek 2026! Between great conversations, hands-on workshops, roundtables and hearing from some seriously impressive people across the industry, there was a ton to take away. 𝐀𝐬 𝐀𝐈 𝐚𝐝𝐨𝐩𝐭𝐢𝐨𝐧 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐞𝐬, 𝐭𝐡𝐞 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 𝐢𝐬 𝐨𝐧𝐥𝐲 𝐚𝐬 𝐞𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐚𝐬 𝐭𝐡𝐞 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐝𝐚𝐭𝐚 𝐛𝐞𝐡𝐢𝐧𝐝 𝐢𝐭. ADWEEK Editor-in-Chief Ryan Joe, Rafa F. of Treasure AI and Callie Cogley of Cox Automotive Inc. reinforced just how important strong customer data is to making AI actually work for marketers. Another takeaway: 𝐫𝐞𝐚𝐜𝐡𝐢𝐧𝐠 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬 𝐢𝐬 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠, 𝐞𝐚𝐫𝐧𝐢𝐧𝐠 𝐭𝐡𝐞𝐢𝐫 𝐚𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐢𝐬 𝐚𝐧𝐨𝐭𝐡𝐞𝐫. CNN’s Guy Griggs, Engagement Party co-hosts Audie Cornish and Ari Shapiro, and ADWEEK CEO Will Lee explored how brands can connect by joining the cultural conversations people already care about without disrupting the experience that brought them there. And, of course, we put our good neighbor skills to the test with Jake from State Farm, who gave us a 10 for our spin on State Farm’s iconic tagline. We’ll take it. 😂 Thanks for having us, ADWEEK! #SPARKbrand #Brandweek
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Michael Peters liked thisMichael Peters liked thisToday I wrapped up my last day at VML on the The Coca-Cola Company account. The last 2ish years have been nothing short of insightful, energizing, and maybe a tad chaotic. I have learned what it means to strategically plan shopping journies, manage the quickest timelines, and to empower teams across the board. I will forever be grateful for this time and can’t wait for my next position back in hospitality and travel/tourism.
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Michael Peters liked thisMichael Peters liked thisAnother standout quarter, with 29% year-over-year loan origination growth and record pre-tax income! Happeners are building a bank designed to help the Motivated Middle make real financial progress, and I continue to be excited about the momentum we're seeing. Read the full results and non-GAAP details here: https://lnkd.in/gWmBDgzs #HappenBank #Earnings #Fintech #DigitalBankingHappen, Inc. Reports Second Quarter 2026 Results | Mon, 07/27/2026 - 16:05Happen, Inc. Reports Second Quarter 2026 Results | Mon, 07/27/2026 - 16:05
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Michael Peters liked thisMichael Peters liked thisFor the first time ever, my daughter spent two weeks at sleepaway camp (more than 1,500 miles from home). As parents, we knew she was ready. We just weren't sure we were. Like most milestones, it was equal parts exciting and terrifying. You spend years teaching your kids to become independent, but no one really prepares you for what it feels like when they actually are. What surprised me most, though, wasn't how much she grew. It was how much we did. For the first time in 12 years, my husband and I had an extended stretch where it was just the two of us. Instead of counting down the days until she came home, we decided to lean into it (although there was still plenty of counting). We took a weekend trip, enjoyed slow evenings on the couch, and even signed up for a midweek cocktail class. A lot of this was things we'd never have thought to make time for before. It reminded me that growth rarely happens by adding more. Sometimes it happens by creating space. When our daughter came home, she was a little more confident, a little more independent, and full of stories she couldn't wait to tell. Watching her step into this new version of herself was one of the most rewarding parts of the experience. It also made me think about how often this shows up at work, both in client collaborations and internally. We spend so much time protecting what we've built, our processes, our expertise, our ways of working, that we can unintentionally hold ourselves back from what's next. Sometimes the biggest breakthroughs come from letting go of what's familiar long enough to discover what's possible. Whether it's giving a team more ownership, trusting a new idea, evolving a brand, or simply making room for a different perspective, growth usually asks us to loosen our grip before it rewards us. It's still a little scary. But I'm learning that's often a sign you're growing, too.
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Michael Peters liked thisMichael Peters liked this22 massive screens. One unmistakable splash in NYC. ☀️🌊 As an extension of the new “Never Lose Your Splash” brand campaign we developed for Visit Lauderdale, we helped take over 22 synchronized digital screens throughout the Oculus at the World Trade Center, including the iconic Hundred Yard Screen within the West Concourse. As one of the most trafficked public spaces in New York City, the Oculus became immersed in the energy, color, and water-inspired spirit of Greater Fort Lauderdale. Every execution was custom-designed for its placement, with flowing transitions moving seamlessly across the network of screens. From tourists to daily New York commuters, millions of people moving through Lower Manhattan were met with a larger-than-life reminder that brighter days are just a flight away. #SPARKbrand
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Michael Peters liked thisMichael Peters liked thisInbox feeling a little cold? Allow us to heat things up. 🔥 LIT is our monthly newsletter that keeps the 𝘣𝘭𝘢𝘴𝘵 in email blast. Think agency happenings, what’s hot in our industry, the SPARK Heat Index, hot seats, hot takes, and whatever else is heating up around here. Want in? Sign up on our website: https://spark.us/ #SPARKbrand
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Michael Peters liked thisMichael Peters liked thisPhilly is one of my favorite cities so it was great to be here briefly for a visit to the American Alliance of Museums conference to meet with partners David Whitemyer of Electrosonic, and Ken Winikur and Treva Walsh from Winikur Productions. I was on the hunt for an exceptional exhibit design partner for The Florida Holocaust Museum and our upcoming efforts on the Professor Elie Wiesel collection. It is remarkable what can be accomplished in under 36 hours: 3 meal meetings 4 project conversations 4 designer conversations And About 30 new colleagues! (Now, if only the airlines could work with such efficiency…) The travel may not be glamorous but the work is worth it!
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Michael Peters liked thisMichael Peters liked thisB-Side 1 of 3: Baltimore wanted to go beyond unfair headlines and set the record straight. So we built a full platform—and an actual record. 12 local artists. Harbor waves. Orioles crowds. Street sounds. To help Visit Baltimore tell a more authentic story of the city, we built a campaign inspired by the B-side of a record—the stories, perspectives, and local voices that aren’t always front and center, but help define Baltimore in a real way. Together with Nick Wood Music, we brought artists from across Baltimore together for a collaborative workshop that turned the city itself into music. Original demos were layered with field recordings pulled from around Baltimore, creating a completely original, genre-spanning track built by the city, for the city. Then we pressed it onto vinyl. Released during a live storytelling event curated by the Stoop Storytelling Series at the Baltimore Museum of Industry, “From the B-Side” became more than a soundtrack. It became a way for Baltimore to tell its own story through music, collaboration, and the people who know it best. And this is only the first drop. More from the campaign is in the queue. Read the full case study here: https://heyor.ca/wYpG2X #SPARKbrand
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Michael Peters liked thisMichael Peters liked thisIn early 2026, I resigned from Visit Panama City Beach after 18 years. A member of my leadership team committed fraud on a significant scale, and for the good of the organization, I stepped away from a job I loved. Even though I was never informed that he was evading the pre-audit and internal audit functions by not following the established practices and procedures, I take responsibility for my shortcomings in leadership. I built my career on trust. I believed in giving my team the latitude to run their enterprises, to take risks, to make decisions. That philosophy served me well for nearly two decades. What I failed to do was verify. Ronald Reagan used to say it best: trust, but verify. I trusted. I expected the system and the honesty of people to do the verifying. That was my error, and it cost me. I refuse to let this define me. I spent 18 years navigating the Deepwater Horizon oil spill, Hurricane Michael, a global pandemic, and a spring break crisis that nearly broke our brand. I have a lot left to offer the leaders in this industry. I am not done yet. This is not how my story ends.
Experience & Education
Volunteer Experience
Honors & Awards
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Featured in Fast Company, Communication Arts, Print, How and Brand New
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HUBSPOT’S 20 CREATIVE AGENCIES YOU SHOULD FOLLOW ON INSTAGRAM
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Multiple marketing awards including Skift, Webby, Mercury and Clio awards
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NYF International Judge for Non-Traditional Advertising
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TAMPA BAY BUSINESS JOURNAL COOLEST OFFICE SPACES WINNER
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