Liberty Jones will join Frame Publicity as senior vice president of luxury, a new post.
Frame was founded by Rani Ilmi and is the Middle East and North Africa arm of the global communications company Purple, which represents such brands as Missoni, Rosewood and Vacheron Constantin.
Jones, who will be based in Dubai, will be responsible for driving the agency’s strategic direction. She starts Monday.
Most recently, Jones was with Van Cleef & Arpels as head of public relations for the Middle East and India and before that, she was with Tiffany & Co. as marketing and PR director for the same region. Earlier, she worked as a senior division marketing manager, luxury fashion portfolio, at Al Tayer Group, whose luxury portfolio included such brands as Armani, Alexander McQueen, Harvey Nichols and Bloomingdale’s, among others.
Last March, Together Group, a global collective of creative, marketing and technology agencies and production studios, acquired Dubai-based communications agency Frame Publicity, as reported. Frame was the 10th independent agency to join Together Group, which operates in 10 countries, with 18 studio locations and more than 600 employees. The acquisition supported the strengthening of Frame’s luxury brand presence in the Middle East.
“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.”
Jones will focus on enhancing Frame’s role in the region, with an emphasis 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.