Middle Eastern PR agency TRACCS has struck a deal with US influencer-marketing firm Open Influence to use the latter's technology to boost brand spending in its home region.

The pair are launching Open Influence MENA to focus on the Middle East and North Africa, with the partnership set to swing into gear at the start of 2018.

The new venture will be using Open Influence's technology to help brands track the performance of influencer-marketing campaigns. In the west, the company has worked with brands including Disney, Ford, L'Oréal and Unilever.

"The communications sector in the Middle East and North Africa is evolving at a phenomenal pace, and we are pleased to expand our footprint to a market ripe for the next wave of digital transformation," said Open Influence COO Europe Marco Marranini in a statement.

"Influencer marketing has already picked up pace in the region, and with Open Influence MENA, we’re excited to work with companies and provide them with the tools and insights they need to engage with influencers as passionate storytellers inspiring deeper connections between their brand and its audiences."