iProspect has been appointed agency of record for Gargash Auto following a competitive pitch, marking a new phase in the automotive group’s push toward more accountable, data-driven marketing.
Gargash Auto, one of the UAE’s longest-established automotive businesses, represents a portfolio of global mobility brands, including Mercedes-Benz, Alfa Romeo and GAC Motor, alongside Purple pre-owned and mobility services, including SIXT Rent a Car, SIXT Limousine and SIXT Leasing.
The company sought a partner capable of transforming media from a distribution function into a strategic growth driver, as it looks to strengthen its market position and accelerate growth.
Under the mandate, iProspect will oversee digital and out-of-home media strategy, planning and activation across the UAE. The first campaign under the partnership is scheduled to launch on April 1, 2026.
Maya Tayara said the agency’s approach would focus on identifying demand and activating it with precision to deliver measurable business outcomes.
As Gargash Auto’s portfolio continues to evolve, the group prioritised a partner with integrated capabilities across strategy, media and execution. iProspect was selected for its ability to combine audience insight, innovation and scalable delivery tailored to the local market.
A dedicated team spanning media leadership, planning and performance will be assigned to the account, with a focus on ensuring consistent execution across touchpoints.
The appointment reinforces iProspect’s positioning in audience-led, performance-driven marketing, as it continues to expand its footprint across key sectors in the region.
