It will run by Stephen Stokes, who was formerly a director at Universal McCann and John Ayling & Associates.
The division will operate as a resource both for internal clients and for external companies, giving it potential as a new-business tool.
Spark clients will be invited to attend a session with Stokes and confront the issues facing their businesses. Stokes will then apply planning models in an attempt to come up with ideas and a media strategy.
Phil Georgiadis, the Walker Media chief executive, said: "These days you have to work harder to get noticed at the front- and back-ends of the planning and buying process.
"We've built up a lot of learning over the years. Spark will act as a planning catalyst, seeking out the insights that will drive media investment."
Stokes, 36, joined Walker Media as its head of strategy at the end of last year.
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