Our Story

TRACCS’ story started more than 20 years ago when we launched our first office in Jeddah, Saudi Arabia, in 1998. Since then, we have grown to become the largest independent communications consultancy in the Middle East and North Africa (MENA).

Today, we have a presence in 13 markets across the region, with offices in Jeddah, Riyadh, Dubai, Kuwait, Muscat, Manama, Cairo, Beirut, Amman, and Damascus, in addition to affiliate offices in Istanbul, Casablanca, Tunis, and Algiers. Our team comprises more than 200 professionals representing 24 nationalities, with more than 60% of our workforce being women.

We are committed to nurturing local talent and are home to the largest number of Arabic-speaking professionals in the business. We communicate with passion and purpose and are playing a key role in advancing communications in MENA from a doing industry to a ’thinking’ and ‘learning’ practice.

Our sustained success over the last two decades is the outcome of the energy, experience, and expertise we bring to regional and international brands. We love storytelling and leverage the collective strength of our diverse network to create and communicate strong narratives that are rich, relevant, and relatable.

We know the region, we know the people, we know what works, and we know how to make it work.

Milestones

1998

TRACCS opens its doors in KSA

2000

TRACCS expands into UAE and Egypt

2004

TRACCS embarks on the second phase of its regional expansion

2006

TRACCS sets a new strategy for regional expansion

2007

TRACCS continues expansion with one new office per year

2010

TRACCS ranks in The Holmes Report (now PRovoke) Global Top 250 PR Agencies

2011

TRACCS becomes the largest communications network in MENA

2017

TRACCS establishes special unit for government-led communications programs

2018

TRACCS celebrates 20th anniversary of operations in MENA

2020

TRACCS launches revamped edition of its proprietary training program Enrich

Our Network

Home to the largest number of Arabic-speaking professionals in the business, TRACCS also operates the most extensive network of offices in the MENA region. Our deep local knowledge enables us to develop impactful communications strategies and integrated online and offline campaigns that are in tune with the sensibilities of the markets we serve.
United Arab Emirates
TRACCS UAE was launched in 2000 and has grown to become one of the leading and most reputable communications agencies in the market. Representing our operational headquarters, TRACCS UAE serves a diverse client portfolio encompassing key commercial sectors including media, entertainment, retail, automotive, real estate, pharmaceutical, FMCG, telecom, technology, and luxury, among others. The agency has, in particular, built a solid financial, public affairs, and award-winning tourism and hospitality practice over the years.

Our Network

Home to the largest number of Arabic-speaking professionals in the business, TRACCS also operates the most extensive network of offices in the MENA region. Our deep local knowledge enables us to develop impactful communications strategies and integrated online and offline campaigns that are in tune with the sensibilities of the markets we serve.

United Arab Emirates

TRACCS UAE was launched in 2000 and has grown to become one of the leading and most reputable communications agencies in the market. Representing our operational headquarters, TRACCS UAE serves a diverse client portfolio encompassing key commercial sectors including media, entertainment, retail, automotive, real estate, pharmaceutical, FMCG, telecom, technology, and luxury, among others. The agency has, in particular, built a solid financial, public affairs, and award-winning tourism and hospitality practice over the years.

Saudi Arabia – Jeddah

The TRACCS network was launched in 1998 with the opening of our first office in Jeddah – our corporate headquarters. A pioneer in building the communications industry in the GCC’s largest economy, TRACCS has maintained a strong leadership position in the market for more than two decades. Today, the Jeddah team serves a strong portfolio of national and multinational clients, many of which have grown to rely on its services through long-established relationships. By deploying impactful PR strategies and communications programs, our Jeddah office is effectively contributing to the further development and advancement of the communications industry in Saudi Arabia

Saudi Arabia – Riyadh

Launched in the Saudi capital in 2006, TRACCS Riyadh provides expert communications consultancy to both government and private sector clients with a full suite of solutions. TRACCS Riyadh has successfully delivered major projects, including the groundbreaking Riyadh Season, contributing positively to Saudi Arabia’s ongoing transformation in line with the goals of the Kingdom’s Vision 2030 program.

Egypt

Launched in 2000, TRACCS Egypt serves a diverse portfolio of clients in the oil, government, financial, pharmaceutical, FMCG, technology, manufacturing, real estate and tourism sectors in one of the Arab world’s largest and most strategically important markets. Based in Cairo, TRACCS Egypt’s team of seasoned professionals has established a strong reputation for excellence, winning multiple awards, and growing to become a market leader in the communications industry.

Jordan

Established in 2003, TRACCS Jordan is one of the leading communications agencies in the Hashemite Kingdom of Jordan. TRACCS Jordan’s dedicated team of industry experts serves a wide range of clients across a diverse mix of sectors, from government and finance to automotive, telecoms, and hospitality.

Oman

Launched in 2007 in Muscat, TRACCS Oman rapidly established itself as the Sultanate’s most sophisticated communications firm and has emerged as an undisputed market leader. Led by seasoned Omani professionals with strong ties to the market, the team develops and implements strategic communications programs for some of Oman’s leading businesses as well as global corporations operating in the banking, oil and gas, tourism, automotive, luxury, fashion, and FMCG sectors.

Bahrain

Launched in 2008, TRACCS Bahrain offers a complete spectrum of communications services to local, regional and international companies in the island kingdom. The Manama-based team is dedicated to elevating the communications industry in the local market, serving clients in the FMCG, telecommunications, financial, automotive, tourism, hospitality, and real estate sectors.

Kuwait

Launched in 2004, TRACCS Kuwait serves an extensive portfolio of local and regional clients in the telecom, oil, aviation, logistics, and leisure sectors, providing a full range of strategic communications services to public and private sector companies.

Lebanon

Established in 2009, TRACCS Lebanon has built a strong portfolio of clients encompassing the technology, financial, telecommunications, FMCG, aviation, health, luxury, fashion, government, tourism, and hospitality sectors. Led by industry veterans, the Beirut-based team is committed to enhancing the role of communications in the market with a full range of services, solutions and has delivered several impactful campaigns for a diverse sector of clients.

Syria

For more information, please contact TRACCS Lebanon.

Turkey

TRACCS has been operating in Turkey since 2015 through Contactplus, our exclusive affiliate in the market. Based in Istanbul, Contactplus serves the communications needs of a wide range of well-entrenched local and regional clients with successful public relations strategies and programs.

Morocco

TRACCS has been operating in Morocco since 2016 through Impact Group, our exclusive affiliate in the market. Based in Casablanca, Impact Group supports a broad portfolio of local and regional clients with successful communications strategies and public relations services.

Algeria

TRACCS has been present in Algeria since 2015 through its Algiers-based affiliate, Sense Conseil, which delivers a full spectrum of public relations and communications solutions for both local and regional clients operating in the North African nation.

Tunisia

TRACCS has been operating in Tunisia since 2007 through its Tunis-based affiliate, PR Factory, providing successful communications consultancy and public relations support for local and regional clients across a number of industries in the country.

Our Leadership Team

Mohamed A. Al Ayed

President and Chief
Executive Officer

Majdi Al Ayed

Executive Vice President 
& UAE Managing Director

Sarah Al Ayed

Chief Strategy Officer

Roger Mezher

Chief Financial Officer

Hassan Al-Saleh

Managing Partner
TRACCS Oman

Shereen Bushehri

Vice President – Innovation
& Development & Bahrain
Managing Director

Rula Masad

Managing Director
TRACCS Jordan

Serena Hylton

Managing Director
TRACCS Eygpt

Katia Yasmine

Managing Director
TRACCS Lebanon

Lisa Sweis

Managing Director
TRACCS Kuwait

Luma Al Saleh

Deputy Managing Director
TRACCS Oman

Rajwa Al Ojaili

Deputy Managing Director
TRACCS Oman

Copyright © 2020 TRACCS. All Rights Reserved.

magnifiertext-align-right linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram