Wise Up PR has been appointed agency of record for defence technology company SPARC AI.
The brief covers media relations, thought leadership and executive profiling, with a focus on raising awareness of SPARC AI and its Overwatch platform among defence sector audiences and original equipment manufacturers.
SPARC AI develops software for drones and autonomous systems operating in GPS-denied environments. Its Overwatch platform is designed to provide position assurance and target acquisition without extra hardware, using the inertial sensors already built into commercial drones.
The appointment comes as SPARC AI seeks wider adoption of Overwatch among defence organisations and manufacturing partners. Wise Up PR has already supported media relations around SPARC AI's partnership with Rate Manufacturing, which integrated Overwatch into Rate's drone systems.
Matt McCrann, US chief executive officer of SPARC AI, outlined the rationale for the appointment.
"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."
Drone focus
GPS-denied navigation has become a key issue for military and autonomous systems developers as electronic warfare and signal disruption put pressure on conventional navigation methods. SPARC AI positions its software-only approach as an alternative to hardware-based systems, which can add cost, weight and complexity when deployed across large drone fleets.
The platform uses low-cost inertial sensors in commercial drones to support precision navigation and targeting when external signals are unavailable. This places SPARC AI in a growing segment of the defence technology market focused on resilient autonomy, lower-cost unmanned systems and contested-environment operations.
Founded in 2021, Wise Up PR focuses on business-to-business communications across sectors including defence, space, robotics, fintech, energy and deep technology. SPARC AI joins a client roster spanning defence technology, aerospace, autonomy and sensing companies across North America, Europe and Australia.
The appointment adds another specialist account for Wise Up PR in a market where agencies increasingly compete on sector expertise and access to technical and defence-focused audiences. Communications work in the defence industry often centres on building reputation with military buyers, industrial partners and investors, particularly for younger companies trying to turn technical advances into procurement opportunities.
David Claxton, founder of Wise Up PR, said the mandate reflects the operational demands facing unmanned 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 Claxton.
SPARC AI describes itself as focused on one of the central problems in modern autonomous systems: maintaining accurate navigation and targeting when GPS is unavailable. Its software is intended to avoid the need for external signals, additional hardware or more complex integration, reflecting a broader industry push to adapt lower-cost commercial drone components for military and security use.
The account also highlights the extent to which public relations firms are building niche practices around defence and national security technology, where technical credibility and familiarity with procurement dynamics can shape how emerging suppliers present themselves to the market.