The decision is in response to a growing demand for roadshow truck tours in the Middle East.
In recent years, EMS has delivered campaigns across the UAE, Bahrain, Kuwait, Qatar, Oman, Saudi Arabia and Jordan for clients including Cisco, HP, DHL and Ciena.
The first campaign managed by EMS EMEA will be a tour of Saudi Arabia by malt beverage brand Barbican on behalf of Ogilvy Action.
Keith Austin, CEO at EMS, said: "Roadshow truck tours have proven to deliver time and time again for our customers in Europe and the US. Last year EMS delivered campaigns in more than 25 countries and we are now responding to the needs of the Middle Eastern market, providing a solution for agencies and clients based in the UAE who are looking to strengthen their position and extend their reach across the region and worldwide."
Hepworth has worked in the interior fit-out, shipping and logistics and corporate advisory industries and has seen a growing demand from the Middle Eastern market for multi-purpose bespoke mobile spaces.
He said: "More and more brands are experiencing the benefits of roadshow marketing campaigns in the region. International businesses have been quick to embrace the concept and initiate tours across EMEA as our customised trucks are perfectly equipped to operate in the extreme temperature conditions of this market and are able to deal with the more long-term campaigns that our customers are increasingly demanding."