Global creative communications agency PURPLE today announces the launch of PURPLE Middle East & North Africa, marking another significant milestone in the agency’s international expansion and reinforcing Together Group’s continued investment across one of the world’s fastest-growing luxury markets.
Headquartered in Dubai, PURPLE MENA – led by Sonia Ben Maaouia and Emma Norström – will provide strategic communications, brand positioning, media relations, talent partnerships, brand communities, social strategies, events and cultural programming across the Middle East and North Africa. The office will work seamlessly with PURPLE’s international network to deliver both regional and global campaigns for the world’s leading luxury, fashion, beauty, hospitality, lifestyle and cultural brands.
The opening of PURPLE MENA further strengthens Together Group’s presence in the region, complementing its regional headquarters in Riyadh, Saudi Arabia, alongside Noë & Associates Middle East, a global brand consultancy for design and architecture. Together, these businesses reinforce the Group’s growing presence and long-term commitment to the wider MENA region.
The Middle East is one of the world’s most influential luxury markets, driven by ambitious national visions, significant cultural investment and an increasingly sophisticated consumer landscape. At the same time, North Africa offers a growing creative economy, expanding hospitality and cultural sectors, and increasing international interest in the region. As global brands look to deepen their presence across MENA and a new generation of regional brands, talents and cultural institutions seek international recognition, PURPLE MENA has been established to bridge these worlds, bringing together deep local expertise and a truly global communications network.
Fergus Lawlor, CEO & Co-Founder of PURPLE, commented:
“When we founded PURPLE, our ambition was to build an agency that understood culture as much as communications. Today, the Middle East & North Africa is one of the world’s most dynamic cultural and luxury markets, making it an essential part of our global journey. Launching PURPLE MENA is an important milestone for the agency, and I am incredibly proud to have Sonia and Emma leading our presence in the region. Their experience and deep understanding of the market make them the ideal partners to shape PURPLE’s next chapter and support both regional and international brands with truly meaningful communications.”
Emma Norström and Sonia Ben Maaouia, Managing Directors of PURPLE MENA, said:
“MENA is one of the world’s most influential global stages, where culture, creativity and ambition are redefining the future of luxury. Our ambition is to build the region’s leading luxury communications agency by combining international excellence with genuine regional insight. We look forward to partnering with visionary brands, talents, institutions and destinations to deliver campaigns that shape culture, build communities and connect the region’s most exciting stories to audiences around the world.”
PURPLE has evolved from a luxury fashion and lifestyle communications agency into a global creative communications consultancy spanning fashion, beauty, hospitality, travel, property, arts, culture, design and lifestyle. Today, the agency operates across Europe, North America, Asia and now the Middle East, delivering integrated communications strategies for many of the world’s most recognised luxury brands.
The launch of PURPLE MENA marks another step in the agency’s continued international growth and reinforces Together Group’s ambition to build the world’s leading collective of specialist agencies serving the luxury and lifestyle sectors.
