Publicis Groupe Middle East has appointed Joyce Hallak as Chief Executive Officer of Spark Foundry Middle East, marking a new leadership phase for the media agency in the region.
Hallak will oversee Spark Foundry’s regional strategy and operations, working closely with clients and internal teams to deliver business-focused media solutions across the Middle East.
Tony Wazen, CEO of Publicis Media Middle East, said, “Joyce has spent many years growing within the Groupe and has earned deep trust across our teams and with our clients. She brings clarity, strong judgment and a very grounded leadership style. I’ve seen her develop across multiple roles, and I’m confident she is the right leader for Spark Foundry as it continues to grow in the region”
Hallak brings nearly 20 years of experience within Publicis Media, having led major multi-market accounts and worked across categories including FMCG, technology and financial services. Her portfolio has included brands such as Mondelez (Cadbury, Oreo and Trident), Samsung, Heineken and Visa across several markets.
Over the years, she has held senior leadership positions across client management, regional leadership and strategy. Her previous roles include leading Mondelez EMEA, serving as Head of Starcom for the Levant, and most recently acting as Chief Strategy Officer for Publicis Media Middle East. She is also closely aligned with Publicis Groupe’s Category One model, which integrates teams and capabilities to address client challenges across markets.
Commenting on her appointment, Hallak said, “Stepping into this role is deeply personal for me. I’ve grown within the Groupe through periods of disruption, and I’m convinced that our ability to lead in uncertainty is what truly sets us apart. As CEO of Spark Foundry, ME, my focus is on scaling our startup spirit with intent, putting clients first, empowering our people, and turning complexity into accountable, measurable growth. By combining Spark’s pioneering mindset with the full power of Publicis Media, we will continue to challenge the status quo and bring real HEAT to brands across the region. ”
Publicis Groupe Middle East & Turkey is headquartered in Dubai and operates across eight markets in the Middle East and North Africa. The network brings together 3,600 professionals across data, technology, media, strategy, creativity and business transformation.
