PurpleGlo, a brand activation and experiential technology agency, has appointed Daniel Andrews as Chief Executive Officer, as the agency enters its next phase of expansion across the UAE, Saudi Arabia and the wider GCC.
With extensive experience spanning creative agency leadership, brand development, social-first strategies and commercial growth, Andrews will lead PurpleGlo’s strategic and business evolution. His expertise also includes helping brands leverage creativity, content and technology to create meaningful audience engagement.
In his new role, Andrews will focus on strengthening PurpleGlo’s market proposition and accelerating its growth by bringing together the agency’s capabilities in immersive technology and brand activation with enhanced creative strategy, storytelling and measurable business outcomes.
PurpleGlo’s expertise covers immersive technology, experiential activations, interactive installations, augmented and virtual reality, projection mapping, gamification, robotics and content-led experiences.
As CEO, Andrews will oversee the agency’s expansion across physical brand activations, retail innovation, immersive content, AI-powered experiences, permanent installations, fan engagement and connected experience ecosystems.
Christine Dwairi, Founder, PurpleGlo, said: “PurpleGlo has always been built on the belief that technology can create more meaningful ways for brands to connect with people. Daniel brings the creative, strategic and commercial experience to help us take that further. “He understands how culture, content and technology can come together to create real momentum, and Iʼm incredibly excited about what we can build during this next chapter.ˮ
Andrews previously founded and scaled The Tree, a UK-based social-first agency that worked with brands including BOSS, L’Oréal, Microsoft, American Airlines, easyJet, Diageo, Beam Suntory and Helly Hansen.
Following The Tree’s acquisition by Poppins Agency Group, Andrews took on responsibility for global brand growth across the wider group, supporting its businesses in strengthening their approach to creativity, content, culture and commercial development.
At PurpleGlo, Andrews will focus on building the agency into a leading brand activation and immersive experience company in the region.
Daniel Andrews, CEO, PurpleGlo, said: “PurpleGlo already has all the ingredients to become something really special. The technical talent within the business is incredible, but what excites me most is the opportunity to connect that capability with sharper strategy, stronger storytelling and a more ambitious creative vision. As more of marketing becomes automated, I believe real-world experience will become more valuable, not less. Brands still need moments where people can feel something, participate in something and remember something. That is where PurpleGlo can really lead.”
He added, “Technology has a hugely important role to play, but it should never be used simply for its own sake. The best technology makes a brand experience feel more intuitive, more participatory and ultimately more human.ˮ
Building Brand Experiences That Deliver
Under Andrews’ leadership, PurpleGlo will continue operating at the intersection of brand strategy, storytelling, technology and creative production. The agency will build on its existing technology-led activation capabilities while expanding its offering across experiential strategy, immersive environments, interactive retail, spatial storytelling and AI-enabled brand experiences.
The agency’s focus will be on developing experiences that extend beyond visual impact and deliver against defined audience, brand and commercial objectives.
Andrews added, “The ambition is not simply to create moments that look good in a recap film. It is to create brand experiences that work in the real world, experiences that move people from attention to participation, from participation to action, and from a single moment to lasting momentum.ˮ
The appointment comes as brands across the GCC increasingly explore interactive and participatory approaches to audience engagement, combining physical activations, digital content, technology and measurable audience responses.
PurpleGlo will build on its regional presence while pursuing further growth across the UAE, Saudi Arabia and international markets.
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