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!

Meet the team | Truly global

Public & media relations

Advisory.

Verbal content (Arabic &

English).

In-house monitoring &

reporting.

Social media management.

Project management,

sales & finances

Hands on!

Design & production

ATL

BTL

Corporate ID

Web

POS

Layth Dajani | Jean Renaud Durbin

Layth Dajani

American of Palestinian origin.

Over 15 years of media industry experience.

Freelance journalist for Reuters, AP &

Bloomberg, among others.

Contracted by the World Bank to handle the

media aspect of the Mediterranean

Development Forum (MDF) in 1997 in

Morocco.

Joined Microsoft Middle East as PR & comms

manager in 1999.

Founded THECONTENT|FACTORY end of

2002; officially registered in 2003.

Jean-Renaud Durbin

French, landed in the Middle East in 1998.

Began career in hospitality industry.

Opened & ran restaurants, coffee shops,

clubs & franchises in the UAE.

Joined force with Layth Dajani in 2003.

9 years industry experience thereafter.

Handled the media campaign of CTBUH

global event in 2008.

Media campaign of Leaders in Dubai in 2008

& 2009.

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.

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).

UAE

Saudi Arabia

Qatar

Bahrain

Oman

Jordan

Kuwait

Egypt

Tunisia

Algeria

Morocco

Direct handling Via partners

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.

THECONTENT|FACTORY | Our online assets

We own 3 websites

www.tcf-me.com

Our main site: here we create

‘media rooms’ for our clients.

Proprietary monitoring

reports.

www.totalmarcoms.com

Sells our services.

Recently started a blog.

www.tcfnewswire.com

Online distribution of news in

English & Arabic for SEO

purposes.

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.

THECONTENT|FACTORY | Our online assets (details)

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.

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

THECONTENT|FACTORY | Clients

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”

www.tcf-me.com