TRACCS makes move outside Middle East

Trans-Arabian Creative Communications Services (TRACCS) has opened for business in Iran, as part of plan to take the regional PR agency outside the Middle East.

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By  Tim Addington Published  August 18, 2005

Trans-Arabian Creative Communications Services (TRACCS) has opened for business in Iran, as part of plan to take the regional PR agency outside the Middle East. The Dubai-based company has extended its network with the move into Iran, and has formed a new company Trans Asian Creative Communications Services, in an effort to capitalise on the growth of PR outside of the region. TRACCS Iran is a joint venture with the Shiny Eye Advertising Company, one of the country’s leading advertising and public relations agencies. “This is a country that has a population of 80 million people, a strong manufacturing base and thriving trade relations with Europe and Asia,’ said Haroon Sugich, TRACCS co-founder and COO. “What is most astonishing is that, while there has been very little practice of public relations in the country there is an extremely sophisticated theoretical and academic understanding of the field as a serious communications discipline. With Shiny Eye we have the leading public relations company in Iran as our partner.” The practice of public relations in Iran remerged in the 1990s after all but disappearing in the aftermath of the Islamic revolution in 1978. The rival has been slow, but culminated in the launch of the first International Public Relations Conference at the start of the year. “By the end of 2004 we quadrupled the size of the TRACCS network,” Sugich added. “Our strategy has been to partner with professionals across the region and beyond to serve the interests of our clients. Our aim is to build the most comprehensive network of professionals in the region from indigenous companies and practitioners. "Our partners in Iran are consummate professionals with a deep knowledge of the Iranian market and vast experience in a wide range of communications fields, including film-making and corporate communications.” Ali Jalilvand, CEO at Shiny Eye, said the alliance with TRACCS was a logical step for the fast-growing Teheran-based company. “We began as a hot-shop, but have reached a stage in our development that we need a partner who can provide us with a trans-national reach and, as a dynamic practice dedicated to building local capacities, TRACCS is the perfect partner.” TRACCS clients include Proctor & Gamble, Jeddah Economic Forum, Visa International, Master Foods and the Swiss Tourism Board.

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