Regit inks deal with Hegarty alongside Electric Glue media appointment

Sir John Hegarty’s start-up incubator The Garage Soho has entered into an investment partnership with Regit, the recently-relaunched car tech company, with sister company Electric Glue picking up media duties.

The deal means that independent media agency Electric Glue, of which Hegarty (pictured, main image) is chairman, will become Regit’s new media agency. Kevin Brown, co-founder of Electric Glue and The Garage Soho, will also join Regit’s board as a non-executive director.

Electric Glue’s remit will involve the building of advertising partnerships across various media. Meanwhile Hegarty, who is co-founder and creative director at The Garage Soho, will be tasked with helping to continually develop the Regit brand following its relaunch earlier this year.

Hegarty said: “The car market is in flux, transitioning from fossil fuel to electric vehicles. Regit is guiding drivers through this momentous change, whilst also managing the value in their cars. We believe Regit has a compelling proposition for both consumers and OEMs, and as such we are helping them build their brand and communicate the value of Regit.”

Regit’s business mission is to generate one of the industry’s biggest and most accurate collections of compliant and useable first-party data, with over six million drivers (or about 20% of the UK’s motorists) signed up by the end of 2025.

As part of the relaunch, Regit created a new “Digital Garage” and website for the brand, which includes an electric and hybrid hub as well as new tools such as a salary sacrifice calculator, fuel versus electric comparison tracker, Ultra-Low Emission Zone (ULEZ) checker, and Spin the Speedo – a free game where users win prizes in return for regularly updating their data.

The brand was previously known as motoring.co.uk until a rebrand in 2017, for which The Garage Soho had provided consultancy services.

Chris Green, Regit’s chief commercial officer and founder (pictured, left), added: “The partnership with The Garage Soho and the formal inclusion of Kevin Brown onto our board will help us develop our brand and tell the story of how we can help consumers adapt to these changing and intimidating market conditions.”

Hegarty is one of the world’s most renowned figures in advertising, having co-founded the ad agencies TBWA and BBH and created some of the most famous campaigns of all time, including the Levi’s “Launderette” ad (1985) and Audi’s “Vorsprung durch Technik” brand slogan (1971).