Complex Made Simple

Spark* wins Harley-Davidson account

Dubai-based creative agency Spark* will be helping Harley-Davidson fire on all cylinders following its win of the company’s Middle East marketing account.

The bespoke solutions agency, which forms part of the Publinet Group, scooped the creative counsel of world’s most iconic motorcycle brands following a fiercely competitive pitch that saw off four other agencies.

“We are delighted to have won the Harley-Davidson account, which is not only the most evocative name in motorcycling, but also one of the most renowned global lifestyle brands,” said Yusuf Pingar, Managing Director, Spark*. “We are extremely excited about the new relationship and are looking forward to making the partnership a memorable one. Spark* has always excelled working with brands that allow creative freedom and are driven by strong core values – Harley-Davidson is certainly such a brand,” he added.

Spark*’s assignment for Harley-Davidson covers 17 markets in the MENA region, with the agency’s remit to provide tailor-made solutions to the brand, including product launches, brand campaigns and activations. The agency was awarded the contract after demonstrating its track-record of driving its clients’ business results through designing creative solutions based on unique insights and thorough consumer understanding.

“Spark* was selected as the winner for the Harley-Davidson account based on the quality of their ideas and the fact that effective team work was clearly reflected in their pitch,” said Elsa Abi Nader, Regional Marketing Manager, Harley-Davidson MENA. “Each member of the team was involved in the presentation of ideas and what came over with their creative concepts and in-depth appreciation of our brand was their passion. Harley-Davidson is a name that generates a strong emotional pull and our partnership with Spark* is one that will drive it forward in the region,” she added.