Gargash Auto has named iProspect, part of dentsu, as its media agency partner following a competitive pitch process.
The appointment comes as Gargash Auto looks to accelerate its next phase of growth by leveraging data-driven and performance-led marketing strategies. iProspect was chosen for its ability to convert audience insights and innovation into measurable business outcomes.
As part of the mandate, iProspect will oversee digital and out-of-home (OOH) media strategy, planning, and execution across the UAE. The first campaign under this partnership is scheduled to launch on April 1, 2026.
A dedicated team covering media leadership, planning, and performance will manage the account, ensuring seamless collaboration and consistent execution across all consumer touchpoints.
Maya Tayara, Managing Director, iProspect MENA, said: “iProspect and dentsu bring deep experience in the automotive vertical, where success is defined by how efficiently we convert attention into demand.”
Tayara added, “Our focus with Gargash is simple: identify where that demand is, build smarter audiences, and activate with precision to drive measurable business impact. We’re proud to be partnering with a brand that combines a strong heritage in the UAE market with a clear ambition to evolve through smarter, future-facing media.”
Gargash Auto represents a portfolio of globally recognized automotive and mobility brands, including Mercedes-Benz, Alfa Romeo, and GAC Motor, along with services such as SIXT Rent a Car, Limousine, and Leasing.
With a strong legacy in the regional automotive sector, Gargash Auto sought a partner capable of transforming media from a traditional distribution channel into a strategic driver of growth. iProspect demonstrated a deep understanding of both the brands and the UAE market, along with the ability to deliver integrated media solutions at scale.
The partnership aims to strengthen Gargash Auto’s market leadership while accelerating growth through a more accountable and data-led approach to marketing.
This win further reinforces iProspect’s position as a leader in audience-first, performance-driven marketing, connecting data, technology, and media to deliver measurable business impact for leading brands.
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