Sparks Appoints Sebastian Dreyfus as EMEA Managing Director

Brand experience agency strengthens regional leadership with 25-year industry veteran

By Sarah Mitchell · Published Sun, 19 Apr 2026 15:52:13 GMT · Updated Sun, 19 Apr 2026 15:52:13 GMT

Sparks has appointed Sebastian Dreyfus as Managing Director for EMEA, bringing 25 years of agency leadership experience to strengthen regional operations. The London-based appointment reflects growing demand for experiential marketing across European markets.

Strategic Leadership Appointment

Sparks, a global brand experience agency, has appointed Sebastian Dreyfus as Managing Director for EMEA, based in London. Dreyfus reports directly to Melissa Levy, President of Sparks, and joins the company's Senior Leadership Team as demand for live and experiential marketing continues to accelerate globally.

The appointment reflects Sparks' commitment to strengthening its regional footprint and enhancing client partnerships across EMEA markets in response to evolving market needs. Dreyfus brings over 25 years of agency and business leadership experience across the region.

Executive Background

Dreyfus joins Sparks following his role as CEO of Adgistics, where he drove a complete business turnaround leading to a successful acquisition by Papirfly, a Verdane Capital-backed business. His career includes serving as CMO of Octopus Group, where he rebranded Octopus Energy, and Managing Director roles at Rosetta Europe and Saatchi & Saatchi.

At Saatchi & Saatchi, Dreyfus oversaw operations across 24 EMEA markets and served as M&A lead for the broader Saatchi/Fallon network. He has also held senior positions at Publicis Modem, Razorfish, and Wunderman, and was European Chairman at Saatchi & Saatchi S, a sustainability consultancy.

Regional Market Strategy

"Our clients in EMEA are asking more of us — more strategic thinking, more cultural understanding, more impact," said Melissa Levy, President of Sparks. "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."

Dreyfus commented on his appointment:

"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."

Company Profile

Sparks operates across 17 global offices, serves clients in 60 countries, and delivers more than 4,000 experiential projects annually. The agency is known for its work on flagship brand programs including Google I/O, ServiceNow Knowledge, and Amazon re:Invent. Sparks was named Adweek Experiential Agency of the Year and is part of The Freeman Company, with more than 1,300 full-time employees and over a century of trusted delivery.

Based on reporting by Exhibitor Magazine. Read the original article.