Description: The Kingdom of Morocco is located in North Africa and borders the North Atlantic Ocean to the west, the Mediterranean Sea to the north, Algeria to the east and Western Sahara to the south.

Climate: Mediterranean in the coastal regions, becoming more extreme desert in the interior.

Capital:  Rabat.

Population:  33,757,175 (2007 estimate)

Ethnic Diversity: 99.1% Arab-Berber / 0.7% other / 0.2% Jewish.

Languages: Arabic (official), Berber dialects, French is widely spoken in business and diplomacy.

Economy: In 2005, Morocco launched the National Initiative for Human Development (INDH), a $2 billion social development plan to address poverty and unemployment. Moroccan authorities are implementing reforms to open the economy to international investors. In 2000, Morocco entered an Association Agreement with the EU and, in 2006, entered a Free Trade Agreement with the US. Long-term challenges include improving education and job prospects for Morocco's youth, closing the income gap - which the government hopes to achieve by increasing tourist arrivals, developing port activity (launching of Tanger-Med, the biggest port in Africa and the Mediterranean), and boosting competitiveness in textiles.   

Action Morocco was established in 2006.

Located in Casablanca, the economic capital, the office provides full communications services including media relations, event management, internal communications, monitoring & clipping service and special events organization.

Youssef Lahlou - Country Manager

Youssef Lahlou joined Action Global Communications Morocco in June 2006 as Country Manager responsible for overall management of the agency and a team of highly experienced and dedicated PR professionals

Prior to joining Action, Youssef had several years experience in communications with major companies.  He has a Masters in Business & Administration from the “ISCAE” (Higher Institute for Trade and Management) in Casablanca and speaks four languages (Arabic, French, English and Spanish).

•  The European Commission

Re-shaping perception of the EC’s Delegation in Morocco (December 2006- July 2007)

Objectives:
• To educate the general Moroccan public about the crucial role played by the EU in the development of the country.

Challenges:
• Low awareness and negative perception of the EU by the general Moroccan public.
• The general feeling is that the EU doesn’t consider the country as a priority and doesn’t make enough efforts as compared to others EU neighbours (Turkey).
• A somewhat weak visibility on MEDA cooperation programs.
• This negative and unfounded image has been confirmed by a poll according to which only 18% of the Moroccans are associating the EU as a funding partner of Morocco.

Results:
• Vast media coverage of EU funding in general, and on the local delegation’s activities, resulting in dramatically increased awareness and positive perception by the general public of the EU’s commitment.

Street address
37, rue d’Aix – Oasis - 21100 Casablanca
Phone / Fax: +212 522 995 755

Youssef Lahlou, Country Manager
Youssef.l@actionprgroup.com
mobile: +212 661 796 310