TRACCS Acquires Stake in L’Allure PR & Launches Morocco Operations

Reinforcing its position as the largest public relations network across the Middle East and North Africa, TRACCS has launched operations in Morocco, with the acquisition of a stake in Marrakesh-based L’Allure PR.

Established in 2005, L’Allure PR offers a wide-range of strategic communications solutions to clients in Morocco including media relations, crisis management and content development. Led by a highly-qualified and multilingual team of experienced practitioners, the firm serves a number of key local and multinational organizations, including Menara Holding, Fes Festival of World Sacred Music, FIA WTCC Race of Morocco, Cadi Ayyad University, Eurosport, Timitar Festival, among others.

“Building on 19 years of success in the MENA region, we are now embarking on a new wave of international expansion of the TRACCS brand and looking ahead to further cementing our presence in North Africa,” said Mohamed Al Ayed, President and CEO of TRACCS. “The launch of TRACCS Morocco is a natural extension of our wider growth philosophy and by joining forces with L’Allure, we are entering a high-potential and high-value market that we see as contributing significantly to our long-term strategy. Together, we will work to develop and empower a new generation of homegrown PR practitioners with a deep indigenous understanding of local customs and cultural sensitivities in Morocco.”

Hafsa Benmchich, Managing Director of TRACCS Morocco, said, “We enjoyed a symbiotic partnership with TRACCS and look forward to capitalizing on the strength and reach of the TRACCS network, while bringing our own set of knowledge and local experience of the Moroccan market to better serve the communications needs of our clients.”

Winner of 75 regional and international awards, TRACCS ranks 103 among the top 250 public relations consultancies in the world by the Holmes Report and 91 by the PRWeek Global Agency Business Report 2016. TRACCS employs more than 275 professionals working across 14 countries, from offices in Jeddah, Riyadh, Dubai, Kuwait, Doha, Muscat, Manama, Cairo, Beirut, Amman, Damascus and Marrakesh, and affiliate offices in Istanbul, Tunis and Algiers. TRACCS also has the largest pool of Arabic-speaking PR

professionals within the global industry where native Arabic speakers comprise 85% of the company’s employee base.