Current Global MENAT has been appointed as the PR partner across the GCC for Retro 9, a specialist automotive brand dedicated to the restoration and refinement of premium classic cars.
The agency will lead Retro 9's external communications strategy, with an earned-first approach focused on strengthening the brand's positioning within the region's collector and luxury enthusiast market.
Peter Jacob, Managing Director at Current Global MENAT, said the partnership reflected a shared understanding of how communications can serve long-term brand development: "Retro 9 is built on a genuine love for classic cars and a deep respect for the craft behind them. What stands out just as much, is a team that understands the value of storytelling and the role PR can play in building long-term brand equity, not just short-term visibility."
Retro 9, which works with an extremely selective roster of classic models, serves a specialist global client base of collectors and enthusiasts who "value authenticity over scale, and rarity over replication," said the team at Current Global MENAT.
A different kind of automotive brand
Of the partnership, Danial Mausoof, the founder of Retro 9, said: "Retro 9 was conceived as an automotive house, not a traditional restoration business. As we move the brand to the next phase, Current Global will play a key role in helping us tell that story thoughtfully, with the depth and restraint it deserves."
The appointment adds to a strong period of growth and recognition for Current Global MENAT. Over the past twelve months, the agency has secured Agency of the Year wins across various competitions, including PRWeek Global and MEPRA, as well as more than 40 campaign awards.
On this latest mandate, Jacob said: "We're excited to partner with a passionate local business that sees communications as an integral part of its growth journey and to help bring its story to the region's discerning collectors and automotive purists."
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