DMS Press Releases


Sparkroom Announces New Ownership & Service Expansions

February 1, 2016 Digital Media Solutions

Sparkroom Acquired by Digital Media Solutions (DMS) Group, Adds Operational Consultancy Offering.


Digital Media Solutions (DMS) announces the acquisition of Sparkroom, a leader in higher education performance marketing. Previously owned by Nelnet, Sparkroom will retain its name, staff and full book of business.

Unwavering in its commitment to excellence and expansion within the education industry, the acquisition by DMS maintains Sparkroom autonomy while adding complementary resources for enrollment management, operational consulting, branding strategy and development, creative services, website development and media planning and buying. Explained by Fernando Borghese, the DMS chief operating officer, “Sparkroom is now uniquely positioned to solve bigger and broader marketing, as well as recruitment and enrollment management, challenges with ease. We’re thrilled to add this intelligent and savvy team to our growing roster.” The transition also provides growth opportunities, for both Sparkroom Marketing Services and Sparkroom Marketing Software, into new verticals addressed by DMS.

The new enrollment management operational consultancy services to be offered by Sparkroom are designed to help institutions identify and address operational challenges that negatively impact enrollment management processes. Inquiry management procedures, application materials management and processing and cross-functional integration will be addressed to identify areas for improved performance and efficiency and to assist higher education institutions in developing long-term enrollment management strategies. This area of the business will be led by Marcelo Parravicini, the newly appointed DMS chief marketing officer and executive vice president of education partnerships. Parravicini is an education industry veteran with prior executive roles at higher education institutions. He is also the founder of a consultancy service which assists colleges and universities in the development of efficient enrollment management operational strategies.

Sparkroom will continue to operate from its Paramus, NJ and Toronto, ON locations. As noted by Kim Kelly, managing director of Sparkroom Marketing Services, “In terms of managing our clients’ marketing campaigns, tomorrow is like every other day. But with regard to our future, we have dramatically enhanced our dexterity and, as such, our ability to help marketers excel in competitive environments. We look forward to leveraging DMS resources to enhance our service offerings and present new growth opportunities to our clients.”

About Sparkroom

Sparkroom is a leader in performance marketing, providing fully transparent, analytics-based strategies that achieve challenging marketing objectives. Sparkroom provides both marketing services and marketing software, allowing for improved efficacy of data-based marketing campaigns. The Sparkroom Marketing Services team focuses on the management of media plans that incorporate a variety of performance-driven channels. Sparkroom Marketing Software integrates marketing data, automates processes based on performance and provides robust, multidimensional reporting and analytics. To learn more about Sparkroom, go to

About DMS

Digital Media Solutions (DMS) is a premier performance marketing company that uses actionable data, insightful analytics and proprietary technology to reach, engage and acquire customers for its clients across multiple interactive platforms. The company’s set of proprietary assets and capabilities, combined with a holistic approach to client engagement, powers end-to-end marketing programs for some of the country’s top brands. With expertise encompassing all digital marketing channels – including email, display, social, search and mobile – DMS orchestrates acquisition and engagement programs to deliver results that are scalable, repeatable and sustainable. To learn more about DMS go to

About the Author

Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers within auto, home, health and life insurance plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, significant proprietary media distribution and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases. Learn more at

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