As the Sparq team continues to grow, we wanted to give you the chance to meet the people behind the events. From producers and technicians to creatives and project managers, every member of our team helps bring extraordinary experiences to life.
Following the recent announcement of Helen Sutcliffe’s appointment as Creative Director, there couldn’t be a better person to kick off our Behind the Sparq series.
Approaching her three-year anniversary with Sparq this November, Helen has progressed from Event Producer to Producer Lead and now Creative Director. We caught up with her to hear about her career journey, what inspires her and what the future of creativity at Sparq looks like.
It all starts with a story
Helen describes her career path as “very non-linear”, but there’s one thing thats remained consistent throughout every role she’s held: storytelling.
After studying English Literature at university, Helen went on to study culture, fascinated by how people tell stories about the places they live, who they are and what matters to them. That passion eventually led her into events, moving from academia into conference production before working on visitor experiences for stately homes and heritage attractions.
“I’ve always loved stories and being part of telling them,” Helen explains. “Whether that’s been academic conferences, family experiences around Easter and Christmas, or now helping brands tell their own stories, it’s always been about communicating something that matters.”
Today, that same passion shapes the way she approaches events at Sparq.
Taking on one of Sparq’s biggest projects
When Helen joined Sparq in November 2023 as an Event Producer, she didn’t have long to settle in before taking on one of the company’s biggest projects.
She became the lead producer for the Mayor of London’s Numeracy Roadshow, a 52-date public campaign promoting free adult maths provision across every London borough.
The project involved relocating to London for four months, working with community partners across the capital and delivering events at an incredible pace.
“It was a huge undertaking and something I was really proud of,” Helen says. “It was also lovely to be trusted with such a significant project so early into my role.”
That trust became one of the defining moments of Helen’s journey at Sparq.
“I’ve always felt supported here. I was trusted to do my job while knowing there was a brilliant team behind me whenever I needed them.”
Growing alongside the business
As Sparq continued to expand its event production offering, Helen stepped into the newly created Producer Lead role, helping shape and grow the event management department.
Now, as Creative Director and a member of the Board of Directors, she’s responsible for bringing together Sparq’s Creative and Marketing teams while continuing to champion collaboration across the business.
“I’ve always had a very holistic approach to events,” she says. “Technical delivery is hugely important, but creativity starts right at the beginning. It comes from all of our shared experience, and it’s always really important to me that all of those services work together.”
For Helen, leadership is less about directing people and more about enabling them to do their best work.
“My philosophy is to bring together really good people who are experts at what they do, support them and then let them deliver.”
A career highlight
While the Numeracy Roadshow remains a standout project, another career highlight came through Sparq’s partnership with Untitled Futures on the YouTube League of Legends Finals Watch Party.
With a tight turnaround and bespoke builds, it challenged every department to work together under pressure.
“It was my first opportunity to work with people from across all our technical departments and creative partners,” Helen says. “Everyone had real buy-in and ownership of the event. When we pulled it off, the whole team felt incredibly proud of what we’d achieved.”
For Helen, that collaborative spirit is what makes Sparq special.
“It’s really important that everyone feels their contribution is valued and that their skills and expertise are at the heart of what we’re doing.”
Looking ahead
Helen sees her appointment as Creative Director as another step in Sparq’s continued evolution.
“I think it shows how committed we are to developing our full-service production alongside the flexible support and trusted AV services people already know us for.”
She’s equally passionate about developing the people around her.
“Our strength has always been our people. I’m excited to continue mentoring the talented team we already have while creating opportunities for new people joining Sparq. I want us all to keep learning, collaborating and pushing ourselves creatively.”
Beyond Sparq
Outside of work, Helen is just as passionate about exploring new places as she is about creating memorable events.
An avid reader and enthusiastic traveller, she believes taking time to switch off is essential for staying creative.
“Everyone in the office knows when I’m going on holiday because I probably spend four weeks talking about it beforehand and another four afterwards!” she laughs.
For Helen, travelling isn’t just about seeing somewhere new.
“Resting and resetting is really important. You need to give yourself the space to fill that creative cup.”
As Helen begins this exciting new chapter as Creative Director, we’re looking forward to seeing how her passion for storytelling, creativity and collaboration continues to shape the future of Sparq.
We hope you’ve enjoyed getting to know Helen a little better. Keep an eye out for the next edition of our Behind the Sparq series, where we’ll introduce another member of the team.
