Wise Up PR has been appointed agency of record for SPARC AI, securing a brief that spans media relations, thought leadership and executive profiling. The appointment comes as the defence technology company seeks wider adoption of its Overwatch platform among defence organisations and original equipment manufacturers.
SPARC AI develops software for drones and autonomous systems operating in GPS-denied environments. Its Overwatch platform uses the inertial sensors already built into commercial drones to provide position assurance and target acquisition without extra hardware. This software-only approach avoids the cost, weight and complexity of hardware-based navigation systems, a growing concern as electronic warfare and signal disruption put pressure on conventional methods.
"As SPARC AI continues to expand adoption of Overwatch with defense organizations and OEM partners, it was important for us to work with a communications team that understands both the technology and the operational challenges facing defense technology companies today," said Matt McCrann, US chief executive officer of SPARC AI. "From working with their team previously, Wise Up PR brings deep experience in the defense sector and a strong track record of helping innovative companies build credibility, visibility, and momentum with intended audiences and stakeholders."
Wise Up PR has already supported media relations around SPARC AI's partnership with Rate Manufacturing, which integrated Overwatch into its drone systems.
"SPARC AI's offering addresses one of the biggest challenges in the modern battlefield, operating drones or autonomous systems in GPS-denied, contested environments. With the proliferation of drone fleets, as well as one-way drones, hardware-based solutions become cost-prohibitive when applied at scale. Our team is looking forward to enhancing SPARC AI's brand awareness across defense and OEM audiences," said David Claxton, founder of Wise Up PR.
Founded in 2021, Wise Up PR focuses on business-to-business communications across sectors including defence, space, robotics, fintech, energy and deep technology. The agency's client roster spans defence technology, aerospace, autonomy and sensing companies across North America, Europe and Australia. The SPARC AI account adds to a specialist practice where agencies increasingly compete on sector expertise and access to technical and defence-focused audiences.
Communications work in the defence industry often centers on building reputation with military buyers, industrial partners and investors. For PR professionals, the media relations component of the brief highlights the need to blend traditional skills with modern tools, including AI for Media Relations Specialists.
Why this matters for PR and communications professionals
The SPARC AI brief reflects the growing demand for communications agencies that combine technical knowledge with defence sector understanding. For PR practitioners, the account underscores how agencies are building niche practices around defence and national security technology, where credibility and familiarity with procurement dynamics matter. Staying current with technology, including AI for PR & Communications, can help specialists support clients in complex fields like defence.
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