MARRAKESH — TRACCS, one of the largest independent PR networks across Middle East and North Africa, has acquired a minority stake in Moroccan agency L'Allure PR.
The deal sees TRACCS enter Morocco, with L'Allure now known as TRACCS Morocco. TRACCS' MENA network grows to more than 275 professionals working across 14 countries in the region.
Founded in 2005, L’Allure PR's clients include Menara Holding, Fes Festival of World Sacred Music, FIA WTCC Race of Morocco, Cadi Ayyad University, Eurosport and Timitar Festival. The firm provides media relations, crisis management and content development.
"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."
TRACCS and L'Allure previously worked together on a partnership basis. "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," said Hafsa Benmchich, the L'Allure general director who now becomes MD of TRACCS Morocco.
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