Purple, the global creative communications agency, has expanded to the Middle East and North Africa, reinforcing parent Together Group’s continued investment across one of the world’s fastest-growing luxury markets.
Headquartered in Dubai, Purple MENA — led by co-managing directors Sonia Ben Maaouia and Emma Norström-Dunn — 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 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.
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Purple operates across Europe, North America, Asia and now the Middle East and North Africa.
“When we founded Purple, our ambition was to build an agency that understood culture as much as communications,” said Fergus Lawlor, chief executive officer and cofounder of Purple. “Today, the Middle East and North Africa is one of the 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 brand with truly meaningful communications.”
Norström-Dunn, originally from Sweden, has more than 20 years of international experience spanning communications, integrated marketing, brand strategy, fashion, retail and entertainment. She began her career in Stockholm, working with H&M, and later, MTV. She subsequently relocated to Amsterdam before moving to Dubai more than a decade ago. In the Middle East, her experience has spanned both agency and in-house roles, including Havas PR, Al Yasra Fashion and Paramount MENA.
Maaouia, who is French Tunisian, also has 20 years of international experience across luxury, fashion, beauty, hospitality and culture. Her career has also included communications and strategic roles across major international cultural and philanthropic events, such as amfAR galas in Cannes, Paris, Venice and Milan; the Leonardo DiCaprio Foundation Gala in Saint-Tropez; LuisaViaRoma x UNICEF events, and the Prince Albert II of Monaco Gala for the Oceans.
