The PR Exec Takes on the Newly Established Role at Purple’s Expanding MENA Subsidiary
Liberty Jones has been appointed to the newly established position of senior vice president of luxury at Frame Publicity, effective from next Monday. Based in Dubai, Jones will be steering the strategic direction of the agency. Frame Publicity, established by Rani Ilmi, is the Middle East and North Africa subsidiary of Purple, a global communications firm representing brands such as Missoni, Rosewood, and Vacheron Constantin.
Prior to her appointment, Jones has had an extensive career in public relations and marketing roles in the luxury industry. Most recently, she was leading the public relations for Van Cleef & Arpels in the Middle East and India. Prior to that, she handled marketing and PR for Tiffany & Co. in the same region. Furthermore, she used to be a senior division marketing manager for the luxury fashion portfolio at Al Tayer Group, managing brands such as Armani, Alexander McQueen, Harvey Nichols, and Bloomingdale’s, among others.
Frame Publicity became a part of Together Group, a global collective of creative, marketing, and technology agencies and production studios, in March last year. Frame was the 10th independent agency to join the Together Group, which operates across 10 countries with 18 studio locations and over 600 employees. The acquisition was a part of efforts to fortify Frame’s luxury brand footprint in the Middle East.
Rani Ilmi spoke about the company’s growth and future plans. “Frame has grown significantly in recent years, and to sustain this momentum, I am building a leadership team that embraces our dynamic culture and growth trajectory,” said Ilmi.
Liberty’s experience, strategic mindset, and collaborative spirit align perfectly with our values for Frame. She embodies the qualities we celebrate and I’m confident that she will elevate our client offerings even further.”
As the new senior vice president, Jones will prioritize heightening Frame’s role in the region, with a specific focus on media relations, paid media, and luxury event planning. “As the regional specialist within the Together Group and Purple’s strategic gateway into the Middle East, we are ready to expand Frame’s influence and solidify our role as a luxury PR leader in the Middle East,” said Jones.