Daniel Andrews Joins PurpleGlo as CEO to Lead the Next Stage of Growth

PurpleGlo is entering a new chapter.

We are excited to announce that Daniel Andrews has joined the business as CEO, bringing with him a deep background in creative agency leadership, brand growth, social-first strategy and a long-standing belief that the best brand experiences are the ones people genuinely feel part of.

Daniel joins PurpleGlo at a defining moment for the business and for the wider experiential marketing industry. Across the UAE, Saudi Arabia and the wider GCC, brands are looking for more powerful ways to connect with audiences. They do not just want visibility. They want interaction, emotion, participation and measurable impact.

That is exactly where PurpleGlo is built to lead.

Christine, 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 I’m incredibly excited for this next chapter.”

With a team already known for immersive technology, event activations, interactive installations, AR, VR, projection mapping, gamification, robotics and content-led experiences, Daniel’s focus will be on helping the business sharpen its proposition, scale its growth and connect its technical capability with stronger creative strategy and storytelling. Or, put more simply: building the next version of PurpleGlo.

From Social-First Growth to Immersive Experience

Daniel’s career has always sat at the intersection of creativity, culture, technology and commercial growth.

He founded and scaled The Tree, one of the UK’s leading social-first agencies, working with brands including BOSS, L’Oréal, Microsoft, American Airlines, easyJet, Diageo, Beam Suntory, Helly Hansen and many more.

After The Tree’s acquisition by Poppins Agency Group, Daniel went on to lead global brand growth across the wider group, helping businesses think differently about creativity, content, culture, marketing and momentum.

That experience now comes into PurpleGlo with a very clear ambition: to help build one of the region’s most exciting immersive experience agencies.

For Daniel, the move is not just about entering a new category. It is about where marketing is heading.

As AI, automation and digital noise continue to reshape the industry, real-world experience is becoming more valuable, not less. Brands can generate more content than ever. They can target more precisely than ever. They can automate more touchpoints than ever.

But human connection is still hard to fake.

That is where experiential marketing becomes powerful.

Technology Should Make Experiences More Human

One of Daniel’s strongest beliefs is that technology should never be used for its own sake.

The future of brand experience is not about adding more screens, more gimmicks or more complexity. It is about using technology to create more meaningful human moments.

At its best, technology helps people participate. It makes a story easier to understand. It makes a product feel more tangible. It turns a static space into something responsive. It gives audiences something to do, not just something to look at.

That thinking is central to PurpleGlo’s next phase.

From AI-powered experiences and interactive retail journeys to projection-mapped environments, gamified activations, immersive rooms, robotic installations and spatial storytelling, the opportunity is not just to build clever things. It is to build experiences that connect.

Experiences that move people from attention to action.

And from moment to momentum.

Technology Should Make Experiences More Human

For Daniel, the opportunity is to connect that capability with a clearer creative and commercial vision.

The next stage of PurpleGlo will be about building a business that can operate at the intersection of strategy, storytelling, technology and creative production. A partner that can help brands and agencies go beyond impressive activations and create experiences that are more useful, more memorable and more measurable.

That means continuing to deliver exceptional technology-led activations for their partners, but also pushing further into physical creative strategy, retail innovation, immersive content, AI experiences, permanent spaces, fan engagement, brand storytelling and connected experience ecosystems.

The ambition is not just to create moments that look good in a recap film. The ambition is to create work that performs in the real world.

Daniel’s Vision for the Future

Speaking about the move, Daniel said:

“PurpleGlo has all the ingredients to become something really REALLY special. IT ALREADY IS! The technical talent in 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 is only going to become more valuable. Brands still need moments where people can feel something, take part in something and remember something. That is where PurpleGlo can really lead.

For me, the future of experiential is about building meaningful connections between brands and people. Technology has a huge role to play in that, but only when it makes the experience more human, not less.”

A Bit More About Daniel

Away from the pitch decks, commercial plans and brand strategy sessions, Daniel is also someone who brings plenty of energy, opinion and curiosity into the room.

He is a passionate golfer, an obsessive cook, an electronic music lover and someone who will happily get far too deep into a conversation about how culture, content and technology are changing the way people connect with brands.

He is also a strong believer in building teams with pace, ambition and personality. The kind of teams that care about the detail, back the idea and are not afraid to push things forward.

That spirit feels very aligned with where PurpleGlo is heading.

A little rebellious. Very culturally alive. Obsessed with momentum.

The Next Chapter

PurpleGlo’s next chapter is about growth, creativity, culture and connection.

It is about helping more brands across the UAE, Saudi Arabia and the wider region create experiences that people do not simply pass through, but actively remember.

It is about building work that brings together technology and emotion, strategy and spectacle, content and interaction, human behaviour and commercial impact.

And with Daniel joining as CEO, the business is ready to push that ambition further.

Welcome to PurpleGlo, Daniel.

Let’s build what’s next.