Massaad, who was previously managing director of Grey Cairo, fills the position left by Nirmal Diwadkar, who joined TBWA/Raad as regional creative director earlier this year.
Brandcom, which is based in Dubai Media City, is a respected agency and was recently appointed by DDB Worldwide as its regional communications partner for the Lipton Tea account for the Middle East, Africa, and Turkey.
The move by DDB has sparked speculation that Brandcom may soon increase its ties with the Omnicom group.
Massaad, who is Lebanese, said he is determined to drive Brandcom forward and help the agency build on its solid foundation.
"I'm going to continue carrying forward our motto of being brilliant," he said. "Whether it's in the work we do, whether it's in our reputation or whether it's in our relationships with our clients.
"I want to try and do all the right things well and live up to the trust and confidence that the management have placed in me."
Brandcom has gone through many guises in the past few years, most notably as Lowe before the affiliation came to an end in February last year.