Freeman Taps Digitas Executive Melissa Levy to Lead Sparks Agency

Event summary

  • Melissa Levy appointed President of Sparks, Freeman’s brand experience agency, effective January 27, 2026.
  • Levy joins from Digitas, where she served as President and Chief Client Officer.
  • She will oversee creative, strategy, client services, operations, and production at Sparks.
  • Levy brings two decades of experience in marketing and advertising, with a focus on growth and operational rigor.

The big picture

Freeman’s appointment of Melissa Levy signals a strategic push to strengthen Sparks’ position in the competitive experiential marketing space. Levy’s background in driving growth at Digitas suggests Freeman is prioritizing operational efficiency and client-driven innovation. This move comes as the experiential marketing industry continues to adapt to post-pandemic audience behaviors, emphasizing real connection and bold experiences.

What we're watching

Growth Strategy
How Levy’s track record at Digitas will translate to Sparks’ growth trajectory.
Operational Rigor
Whether Levy’s focus on operational excellence can enhance Sparks’ execution capabilities.
Industry Trends
The pace at which experiential marketing evolves under Levy’s leadership.