PurpleGlo has appointed Daniel Andrews as Chief Executive Officer at at time when the brand activation and experiential technology agency enters its next stage of growth across the UAE, Saudi Arabia and the wider GCC.
Andrews brings extensive experience in creative agency leadership, brand growth, social-first strategy and commercial development, alongside a strong understanding of how brands can use creativity, content and technology to engage audiences in the real world.
He will lead PurpleGloʼs continued evolution, connecting its established expertise in immersive technology and brand activation with sharper creative strategy, stronger storytelling and more measurable commercial impact.
PurpleGlo is known for delivering immersive technology, experiential activations, interactive installations, augmented and virtual reality, projection mapping, gamification, robotics and content-led experiences.
As CEO, Andrews will focus on sharpening the agencyʼs market proposition, accelerating its growth and expanding its work across physical brand activation, retail innovation and immersive content, AI-powered experiences, permanent installations, fan engagement and connected experience ecosystems.
Christine Dwairi, Founder of 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 founded and scaled The Tree, a UK social-first agency that worked with brands including BOSS, LʼOréal, Microsoft, American Airlines, easyJet, Diageo, Beam Suntory and Helly Hansen.
Following The Treeʼs acquisition by Poppins Agency Group, he became responsible for global brand growth across the wider group, helping its businesses strengthen their approach to creativity, content, culture and commercial development.
He joins PurpleGlo with the ambition of building one of the regionʼs leading brand activation and immersive experience agencies.
Andrews 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 perform PurpleGloʼs next phase will focus on operating at the intersection of brand strategy, storytelling, technology and creative production. The agency will continue delivering technology-led activations for brands, agencies and production partners, while developing its capabilities across experiential strategy, immersive environments, interactive retail, spatial storytelling and AI-enabled brand experiences.
Its ambition is to create work th…