Andy Humphreys Appointed the Middle East Strategy Director at Siegel+Gale

Global brand experience firm Siegel+Gale announced the appointment of Andy Humphreys as Strategy Director, EMEA. With over 12 years of experience creating compelling brand strategies, Andy is driven by a passion for creating brand narratives rooted in humanity.

“I’m thrilled to join a firm that embodies the power of simplicity,” says Andy. “Throughout my career, I have consistently focused on crafting brand strategies that resonate deeply on a human level. At Siegel+Gale, we are committed to communicating with people through a single, simple truth or insight, guiding everything we do. After all, the brand is where human emotion meets business.”

Extensive Background

With an extensive background across various sectors—including technology, financial services, energy, professional services, pharmaceuticals, and media—Andy has a proven track record of delivering impactful brand strategies. Previous roles have seen successful collaborations with global brands such as HSBC, Shell, Aramco, Moderna, Qatar Foundation, and Rolls-Royce.

Focus as Strategy Director

As Strategy Director, Andy's main goal will be to provide exceptional client outcomes by fusing brand and business strategies together to promote success and transformation. “Our work is measured not just by awards but by how it impacts our clients’ businesses—be it for growth achieved from transformation, building trust or change. In the Middle East, particularly, there are tremendous opportunities to leverage brand strategies for economic and societal impact,” Andy explained.

Unified Approach to Strategy

Andy highlights the significance of a cohesive approach to brand and business strategy when resolving customer concerns: “Brands are tools to achieve business metrics, and as companies transform, their brand should align with the internal culture to support this change.”

Philosophy of Simplicity

Andy emphasises that listening to people is the first step towards achieving simplicity, which is at the core of Siegel+Gale's philosophy. “The more you listen, the simpler the solution becomes, as clarity of need guides the brand’s narrative. An effective brand engages in a two-way dialogue with its audience, facilitating debate rather than delivering a monologue.”

Philip Davies' Remarks

Philip Davies, President of Siegel+Gale EMEA, expressed his delight at Andy's appointment. “We’re delighted to have Andy join us. He brings significant strategic prowess and tremendous experience to our already stellar team in Dubai. And, being a Scot and a sailor, not an inconsiderable quotient of invention, innovation and that indefatigable spirit, always prevalent north of the border, which will stand him in good stead in the region.”