The Content Factory is a small agency of 11 experts in public relations, content generation, distribution channels, and digital marketing. Based in Dubai, the agency started as a media relations firm and grew to offer integrated marketing packages for SMBs and multinationals. The agency acts as an extension of clients' teams, handling public relations, project management, design, and social media management from their Dubai office while working with partners across the Middle East.

2. THECONTENT|FACTORY | Who we are
Who 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!

3. 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.

4. Layth Dajani | Jean Renaud Durbin
Layth Dajani Jean-Renaud Durbin
American 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 CTBUH
Morocco. global event in 2008.
Joined Microsoft Middle East as PR & comms Media campaign of Leaders in Dubai in 2008
manager in 1999. & 2009.
Founded THECONTENT|FACTORY end of
2002; officially registered in 2003.

5. THECONTENT|FACTORY | What we do
What we do?
Started off as a fully fledged media relations agency.
Grew organically driven by client demand to become a ‘one stop
shop.’
Morphed into ‘INTEGRATED marketing’ with well developed
online marketing assets (see later slide).
Developed packages that catered to SMB & multinationals alike
Retainers or project based.
We act as an EXTENSION of our client’s team.

6. THECONTENT|FACTORY | Our location in the Middle East
Office is located in Tecom, ‘Media City’ in Dubai, the Middle
East’s media hub, in the Grosvenor business tower.
From this office we cater to the region directly or via our
network (if required).
Direct handling Via partners
UAE Kuwait
Saudi Arabia Egypt
Qatar Tunisia
Bahrain Algeria
Oman Morocco
Jordan

7. About the GCC | Myths & facts about the region
Myth #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.

8. THECONTENT|FACTORY | Our online assets
We own 3 websites
www.tcf-me.com www.totalmarcoms.com www.tcfnewswire.com
Our 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 SEO
Proprietary monitoring purposes.
reports.

9. THECONTENT|FACTORY | Our online assets
For our clients:
www.tcf-me.com/sandisk
This ‘media room’ or CLIENT|PORTAL
contains all news, bios, interviews (TV,
radio, print), all design, clippings,
events, pictures galleries.
Everything is browsable, public and
accessible.
Feature coming up: Log in for clients
to generate their own reports.

10. THECONTENT|FACTORY | Our online assets (details)

11. THECONTENT|FACTORY | Social media
Increasingly relevant & popular in our region: social media day
to day management whereby we create & run Middle East pages
on behalf of clients.

12. THECONTENT|FACTORY | Case Study
3 month PR campaign
- 10 news releases (6 pre-event, 4 at event)
- 4 features
- 8 TV/Radio interviews pre-event
575,000$ PR ad value generated
104 media onsite
7 press conferences in 3 days
Speakers line up
Al Gore
Desmond Tutu
Rudy Giuliani
Benjamin Zender
David Plouffe
Chester Elton
Jack Perkowski

13. THECONTENT|FACTORY | Clients

14. THECONTENT|FACTORY | By the way
The CONTENT|FACTORY is a member of the Public Relations Global Network www.prgn.com
The CONTENT|FACTORY is a member of the American Business Council
Awarded the SanDisk MEA channel award for “Outstanding Marketing Support in 2009”
Awarded the SanDisk MEA channel award for “Outstanding performance in 2011”

15. www.tcf-me.com