Global brand experience agency Sparks has appointed a new managing director for EMEA in a move which the business insists reflects its commitment to bolstering its regional footprint and strengthening client partnerships across the region.
Sebastian Dreyfus, who was previously EMEA chief at Saatchi & Saatchi and CMO of Octopus Energy, reports directly to Sparks president Melissa Levy, and joins the Sparks senior leadership team. He will be based in London.
Dreyfus joins at a pivotal moment for both the industry and the business, as demand for live and experiential marketing continues to accelerate globally.
The agency’s clients include Google, Salesforce, Amazon, Microsoft, Meta, Netflix, Siemens, Dell, and Anheuser-Busch InBev.
Dreyfus, who brings over 25 years of agency and business leadership experience across EMEA, was most recently CEO of Adgistics, driving a full business turnaround leading to a successful acquisition by Papirfly, a Verdane Capital-backed business.
He also served as CMO of Octopus Group, where he rebranded Octopus Energy. In addition he held managing director roles at Rosetta Europe and Saatchi & Saatchi, where he oversaw operations across 24 EMEA markets and served as M&A lead for the broader Saatchi/Fallon network.
He has also held senior roles at Publicis Modem, Razorfish, and Wunderman, and was the European chairman at Saatchi & Saatchi S, a sustainability consultancy.
Melissa Levy said: “Our clients in EMEA are asking more of us – more strategic thinking, more cultural understanding, more impact. Sebastian has spent his career building agency businesses in this region. He understands that EMEA isn’t one market, it’s dozens of them, each with its own dynamics and expectations. He’s exactly the leader who will help us show up at the level our clients deserve.”
Dreyfus added: “Sparks has built something genuinely distinctive – the scale and capability of a global agency, with the creative ambition and client focus of a specialist. The opportunity in EMEA is significant, and I’m looking forward to working with the team to help our clients grow through the experiences we create together.”
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