Global creative communications agency PURPLE has expanded into the Middle East and North Africa with the launch of PURPLE MENA, headquartered in Dubai and led by Sonia Ben Maaouia and Emma Norström as Managing Directors.The new operation will offer strategic communications, brand positioning, media relations, talent partnerships, brand community building, social strategies, events and cultural programming across the MENA region.PURPLE MENA will work with the agency’s international network on regional and global campaigns for luxury, fashion, beauty, hospitality, lifestyle and cultural brands.“MENA is one of the world’s most influential global stages, where culture, creativity and ambition are redefining the future of luxury,” said Ben Maaouia and Norström.“Our ambition is to build the region’s leading luxury communications agency by combining international excellence with genuine regional insight,” they added.The launch also strengthens Together Group’s presence in MENA, complementing its regional headquarters in Riyadh and the group’s existing business, Noë & Associates Middle East, which focuses on brand consultancy for design and architecture.Fergus Lawlor, CEO and Co-Founder of PURPLE, said the Middle East and North Africa had become “one of the world’s most dynamic cultural and luxury markets”.“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,” Lawlor added.PURPLE has expanded beyond its origins as a luxury fashion and lifestyle communications agency into a creative communications consultancy spanning fashion, beauty, hospitality, travel, property, arts, culture, design and lifestyle. The agency currently operates across Europe, North America and Asia, with MENA now added to its international footprint.