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TRACCS completes acquisition in Morocco

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TRACCS has completed its acquisition of a stake in Marrakech-based agency L’Allure PR, extending the agency’s operations to Morocco. Established in 2005, L’Allure PR aims to offer a range of strategic communications solution to its clients. The new acquisition will see TRACCS and L’Allure work across clients in Morocco to expand its presence across North Africa.

“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,” says Mohamed Al Ayed, President and CEO, TRACCS. “Together, we will work to develop and empower a new generation of homegrown PR practitioners with a deep indigenous understanding of local customs and cultural sensitivities in Morocco.”

Careem gets new look

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Regionally based car booking app Careem has been given a new look to mark its four-year anniversary. The brand’s new identity will include a new company symbol featuring a green wink and the implementation of a revamped strategy across all verticals from product messaging and advertising, to community outreach and company culture. The new look will also give Careem an effective presence offline, with an image that aims to capture the beauty and simplicity of technology as well as the positive impact it is creating in the region.

“The rebrand represents more than just a brand overhaul,” says Mudassir Sheikha, Co-Founder, Careem. “This new branding changes the whole identity and manifestation of Careem. Our mission is to move our region towards better living and to achieve that, we had to create a regionally recognised brand symbol synonymous with what we stand for. Careem is bold, local and relevant to all and the new identity represents these attributes perfectly.”