PURPLE has announced the launch of PURPLE Middle East & North Africa (MENA), extending its international presence into one of the world’s rapidly evolving luxury and cultural markets. The expansion also reflects continued investment in the region by Together Group.
Based in Dubai, PURPLE MENA will be led by Sonia Ben Maaouia and Emma Norström, who will oversee the agency’s regional operations and growth. The new office will offer a broad range of communications services, including strategic communications, brand positioning, media relations, talent partnerships, brand communities, social strategies, events and cultural programming.
PURPLE MENA will collaborate closely with the agency’s international network to develop and execute campaigns for regional and global clients across luxury, fashion, beauty, hospitality, lifestyle and cultural sectors.
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.
They added, “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.”
The new MENA operation also adds to Together Group’s growing regional footprint. The Group has its regional headquarters in Riyadh, Saudi Arabia, alongside Noë & Associates Middle East, its global brand consultancy specialising in design and architecture.
Fergus Lawlor, CEO and Co-Founder of PURPLE, said, “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.”
Lawlor added, “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.”
The launch comes as the Middle East continues to strengthen its position within the global luxury landscape, supported by national development programmes, cultural investment and an increasingly sophisticated consumer market. North Africa is also experiencing momentum across its creative economy, hospitality and cultural sectors, attracting growing international attention.
Against this backdrop, PURPLE MENA aims to connect international brands seeking deeper engagement across the region with emerging regional brands, talent and cultural institutions looking to expand their global visibility. The agency will combine regional market expertise with PURPLE’s international communications capabilities.
PURPLE has expanded considerably from its origins as a luxury fashion and lifestyle communications agency. Its current offering spans fashion, beauty, hospitality, travel, property, arts, culture, design and lifestyle, with integrated communications programmes delivered across multiple markets.
With operations across Europe, North America and Asia, the addition of MENA further extends PURPLE’s international network and strengthens its ability to deliver cross-market campaigns for global luxury and lifestyle clients.
The launch represents another phase in PURPLE’s international development while supporting Together Group’s broader ambition to create a global collective of specialist agencies focused on the luxury and lifestyle sectors.
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