THECONTENT|FACTORY | Who we areWho are we?An energetic multilingual team of 11.Our expertise lies in:Public relations, content generation for marketing activities, distribution channels for this content, a strong belief in online & digital, and a keen understanding of our clients’ businesses.A small agency with a BIG heart!
Meet the team | Truly global Public & media relations Project management, Design & production sales & finances Advisory. ATL Verbal content (Arabic & Hands on! BTL English). Corporate ID In-house monitoring & Web reporting. POS Social media management.
Layth Dajani | Jean Renaud DurbinLayth Dajani Jean-Renaud DurbinAmerican of Palestinian origin. French, landed in the Middle East in 1998.Over 15 years of media industry experience. Began career in hospitality industry.Freelance journalist for Reuters, AP & Opened & ran restaurants, coffee shops,Bloomberg, among others. clubs & franchises in the UAE.Contracted by the World Bank to handle the Joined force with Layth Dajani in 2003.media aspect of the Mediterranean 9 years industry experience thereafter.Development Forum (MDF) in 1997 in Handled the media campaign of CTBUHMorocco. global event in 2008.Joined Microsoft Middle East as PR & comms Media campaign of Leaders in Dubai in 2008manager in 1999. & 2009.Founded THECONTENT|FACTORY end of2002; officially registered in 2003.
THECONTENT|FACTORY | What we doWhat we do?Started off as a fully fledged media relations agency.Grew organically driven by client demand to become a ‘one stopshop.’Morphed into ‘INTEGRATED marketing’ with well developedonline marketing assets (see later slide).Developed packages that catered to SMB & multinationals alikeRetainers or project based.We act as an EXTENSION of our client’s team.
THECONTENT|FACTORY | Our location in the Middle EastOffice is located in Tecom, ‘Media City’ in Dubai, the MiddleEast’s media hub, in the Grosvenor business tower.From this office we cater to the region directly or via ournetwork (if required). Direct handling Via partners UAE Kuwait Saudi Arabia Egypt Qatar Tunisia Bahrain Algeria Oman Morocco Jordan
About the GCC | Myths & facts about the regionMyth #1: “It’s all one big country...they all speak the same language.”Nope...there are multiple dialects. We write in classical Arabic, however...pitching verbally across borders is completely different from one country to the other.Myth #2: “I went to Dubai, everybody speaks English, there is no need for Arabic.”Dubai is 80% expats, step out of Dubai, Arabic dominates. Governments communicate in Arabic, the mass market speaks Arabic. You must Arabize!Myth #3: “Lets distribute European/US research stories in the Middle East to get coverage.”No matter how good the research is, it needs a regional/localized angle to gain exposure. Locally relevant statistics, figures, case studies...this is what journalists look for.Fact #1: The GCC is often part of EMEA & is treated as a single country!Fact #2: The GCC continues to grow. Multinational revenue from GCC growing at a faster pace than EU/US.
THECONTENT|FACTORY | Our online assets We own 3 websiteswww.tcf-me.com www.totalmarcoms.com www.tcfnewswire.comOur main site: here we create Sells our services. Online distribution of news in‘media rooms’ for our clients. Recently started a blog. English & Arabic for SEOProprietary monitoring purposes.reports.
THECONTENT|FACTORY | Our online assetsFor our clients:www.tcf-me.com/sandiskThis ‘media room’ or CLIENT|PORTALcontains all news, bios, interviews (TV,radio, print), all design, clippings,events, pictures galleries.Everything is browsable, public andaccessible.Feature coming up: Log in for clientsto generate their own reports.
THECONTENT|FACTORY | By the wayThe CONTENT|FACTORY is a member of the Public Relations Global Network www.prgn.comThe CONTENT|FACTORY is a member of the American Business CouncilAwarded the SanDisk MEA channel award for “Outstanding Marketing Support in 2009”Awarded the SanDisk MEA channel award for “Outstanding performance in 2011”