UAE
Publicis Groupe Middle East Appoints Joyce Hallak as CEO of Spark Foundry ME: Publicis Groupe Middle East has announced the appointment of Joyce Hallak as Chief Executive Officer of Spark Foundry Middle East, marking a new phase of leadership for the agency as it accelerates its regional growth strategy.
In her new role, Hallak will lead Spark Foundry’s regional agenda, shaping strategic direction across the Middle East while strengthening partnerships with clients and teams to deliver business-led media solutions at scale.
The appointment reflects the Groupe’s continued focus on strengthening leadership across its media operations in the region as brands increasingly seek integrated, data-driven media strategies.
Leadership Built from Within the Groupe
Tony Wazen, CEO of Publicis Media Middle East, welcomed the appointment, emphasizing Hallak’s long-standing contribution to the organization.
“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,” Wazen said. “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 is a seasoned leader within Publicis Media, bringing nearly two decades of experience across the Groupe’s global and regional operations. Throughout her career, she has led major multi-market client businesses and worked across several demanding industry sectors.
Her client portfolio has included leading global brands such as Mondelez International, overseeing brands like Cadbury, Oreo and Trident. She has also partnered with multinational companies including Samsung, Heineken and Visa across multiple markets.
Extensive Regional and Strategic Experience
Over the years, Hallak has held several senior leadership roles within the Publicis ecosystem, spanning client leadership, regional management and strategic planning.
Her previous positions include leading the Mondelez International business across the EMEA region, heading Starcom for the Levant, and most recently serving as Chief Strategy Officer for Publicis Media Middle East.
These roles have provided her with deep expertise in the Groupe’s Category One operating model, which integrates teams, capabilities and data-driven solutions to address complex client challenges across markets.
Driving the Next Phase of Growth
Speaking about her appointment, Hallak described the role as both a professional milestone and a personal journey within the organization.
“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,” she said.
“As CEO of Spark Foundry Middle East, my focus is on scaling our startup spirit with intent, putting clients first, empowering our people, and turning complexity into accountable, measurable growth.”
She added that by combining Spark Foundry’s pioneering mindset with the broader capabilities of Publicis Media, the agency aims to challenge traditional media models and deliver impactful results for brands across the region.
“With the full power of Publicis Media behind us, we will continue to challenge the status quo and bring real HEAT to brands across the Middle East,” Hallak said.
Strengthening Publicis Media’s Regional Strategy
Hallak’s appointment comes at a time when media agencies are evolving rapidly to meet the demands of digital transformation, performance marketing, and integrated communications.
By elevating a long-serving leader from within the Groupe, Publicis Media reinforces its strategy of building leadership that understands both the operational and strategic dynamics of modern media ecosystems.
Industry observers note that Spark Foundry’s next phase under Hallak is expected to focus on innovation, talent development and delivering measurable growth for clients across the Middle East’s increasingly competitive media landscape.
