screenshot-2016-12-03-17-23-21WINNER: TRACCS

Award Sponsored By:

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Founded in 1998, TRACCS has successfully established itself as a public relations powerhouse in the Middle East and North Africa, underpinned by three key factors: a deep understanding of the social, economic, religious and psychological dimensions of the region; a commitment to investing in human capital and helping young practitioners excel in this field; and an ability to imbue the creative process with a local flavour.

The agency enjoyed a 10 per cent growth in revenue in 2015 and now employs more than 275 professionals working across 14 countries. It has the largest pool of Arabic-speaking PR professionals in the global industry, with native Arabic speakers making up 85 per cent of its  employee base.

As the industry has evolved, TRACCS has expanded its portfolio to practise public relations as an integrated discipline, adding digital, internal communications and a training vertical to its its strategic advisory, media relations, crisis management and corporate social responsibility services.

Among its key campaigns of the past 12 months, TRACCS helped hotel operator Jumeirah Group tackle problems in  attracting local nationals to its Emiratisation recruitment programmes because of negative perceptions about working in the private sector compared with the prestige and security of government roles.

TRACCS Dubai devised a comprehensive communications campaign to make the hospitality sector more appealing by shifting the idea of service to “hosting”, seen as prestigious and culturally relevant for locals, and by raising awareness of the diverse career paths within the industry.

TRACCS also created a successful marine environment awareness campaign, built around an injured Hawksbill turtle, an endangered species, that a fisherman had found entangled in his net.  TRACCS co-produced a video narrating the story of Tutu the turtle, which has gained more than a million views on YouTube to date.

The agency has pursued an active leadership role in the public relations sector in the Middle East, organising industry events that contribute to its growth and raise awareness of the role it plays.

It has also developed a programme to create awareness in the educational sector of the role of public relations as a strategic tool for private and public sector companies.

The award was accepted by Majdi Al Ayed, Executive Vice President, TRACCS (pictured above left) at the gala reception in Hong Kong on December 1, 2016

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