Sparks Ignites New Era with Melissa Levy at the Helm

DALLAS, TX – January 27, 2026 – In a strategic move poised to reshape the landscape of brand engagement, The Freeman Company has appointed Melissa Levy as the new President of Sparks, its globally recognized brand experience agency. The announcement positions a leader with deep roots in digital advertising and client growth at the head of a creative powerhouse known for its award-winning live and hybrid events.

Levy, who will report directly to Freeman CEO Janet Dell, takes the reins of an agency on an impressive upward trajectory. Her leadership will encompass Sparks' creative, strategy, client services, operations, and production functions. This appointment is seen by industry analysts as a clear signal of Freeman's intent to aggressively integrate cutting-edge digital strategy with the visceral power of in-person experiences.

A New Vision for an Industry Leader

Sparks is not an agency in need of a turnaround; it is a leader seeking to define the next frontier. Having joined the Freeman family of brands in 2023, Sparks has solidified its reputation for executing large-scale, program-based activations for some of the world's most influential companies. The agency was recently crowned ADWEEK's Experiential Agency of the Year in 2024 and was named a Top 100 Event Agency by Eventex in 2025.

With a remarkable 90% client retention rate and operations spanning over 60 countries, Sparks has become the go-to partner for enterprise-level brands. Its portfolio boasts high-profile, award-winning projects such as the immersive brand experience for Siemens at CES 2025, the Amazon Upfront event, and groundbreaking trade show activations for Salesforce at global conferences like AWS re:Invent and MWC. These projects highlight Sparks' core strength: blending sophisticated strategy with flawless execution to build trust and inspire action. The challenge for Levy will be to build upon this powerful foundation in an industry undergoing radical transformation.

The Levy Playbook: From Digital to Experiential

Melissa Levy’s two-decade career provides a compelling roadmap for where Sparks may be headed. She joins the agency from Digitas, where she most recently served as President and Chief Client Officer. At the digital advertising giant, she was instrumental in driving growth for a roster of Fortune 10 companies, including Microsoft, HP, and PayPal, as well as fast-growing consumer brands like Dunkin'.

Her tenure at Digitas was marked by a cascade of industry accolades, including Effies, Webbys, and Cannes Lions, and her leadership was pivotal in the Boston office earning recognition as a top workplace for women and a leader in diversity and inclusion. Levy is known for a resilient and collaborative leadership style, honed through experience in both major agency networks and nimble start-ups. She championed talent development, serving as the executive sponsor for Womxn@Digitas, a resource group focused on advancing women within the organization.

Her transition from a predominantly digital environment to the helm of an experiential agency is significant. It reflects the increasing convergence of the two domains. Levy’s expertise in data-driven strategy, client relationship management, and navigating complex digital ecosystems is precisely what modern experiential marketing requires to prove its value and deliver hyper-personalized, measurable results.

Navigating the Future of Brand Experience

Levy’s appointment comes at a critical juncture for the experiential marketing industry, which is projected to be a nearly $57 billion market in 2026. After a period of pandemic-induced disruption, brands are reinvesting heavily in live and hybrid events, but with entirely new expectations. Audiences now demand seamless, personalized, and meaningful interactions that blend the best of the physical and digital worlds.

Key industry trends for 2026 align perfectly with Levy’s background. The push towards hyper-personalized immersive experiences, the integration of mixed reality (MR), and the use of AI for predictive touchpoints all require a leader fluent in technology and data. Furthermore, as consumers become more conscious of privacy, the ability to execute data-light but insight-rich engagement tactics will be a key differentiator. Levy’s experience with major technology clients gives her a unique perspective on how to leverage these tools authentically.

“Melissa has an exceptional record of driving growth and guiding organizations through change,” said Janet Dell, CEO of The Freeman Company. “Her ability to blend creativity, operational rigor, and client-driven strategy will help Sparks accelerate into its next chapter. She’s exactly the right leader for where the experiential industry—and Sparks—are headed.”

Freeman's Strategic Bet on Integrated Experience

This leadership change is the latest chapter in Freeman’s broader strategy to dominate the new era of events. The 2023 acquisition of Sparks was a deliberate move to integrate a best-in-class creative and experiential agency into its vast global network of event logistics, management, and technology. By placing a leader like Levy at the top of Sparks, Freeman is betting on a future where every brand interaction is part of a single, cohesive journey.

Levy herself sees a clear path forward, emphasizing the human element in an increasingly digital world. “Sparks sits at the intersection of everything I love—people, creativity, and bold experiences,” Levy stated. “At a moment when audiences crave real connection more than ever, Sparks has a unique opportunity to lead the future of experiential. I’m thrilled to join this talented team and build what’s next together.”

Her arrival signals a commitment to not just creating memorable events, but to architecting comprehensive brand worlds where every touchpoint, whether in a virtual space or on a trade show floor, contributes to a deeper, more lasting relationship. With Levy's proven ability to unite creative vision with business outcomes, Sparks is well-equipped to not only participate in the future of brand experience but to actively define it.