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Table of Contents
About Contax Partners

Message from the CEO

Our Vision, Mission and Values
Our Value Proposition
Our Services
Management Profiles
Our Clients
Beyond Corporate Social Responsibility
Media Coverage

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About Contax Partners

Since our establishment in 1985, Contax Partners has been the advisor of choice for companies
operating within the constantly evolving Middle East energy industry.
Having operated in the Middle East energy market for over 25 years, we have a track record of
empowering our customers to win business. Contax Partners is well placed to understand the
challenges, and what impact these can have on your growth plans for the Middle East.
Contax Partners works with business leaders across the entire supply chain in the oil, gas,
refining, petrochemical, metal, mining, renewables, power, and water sectors. We provide an
unparalleled set of professional services to support our customers Middle East strategies which
include:

Fact-based market analysis and insights, elevating the quality of business decision making

Developing growth strategies to address market requirements

Supporting new companies to enter the MENA region and helping existing ones to achieve
their full potential

Increasing the probability of successful project acquisition

Accelerating value creation to facilitate synergies through formation of new joint ventures

Contax Partners customers benefit from our ability to meet these needs through a unique set
of integrated services providing market insights, business advisory, business development and
business investment support.
Our teams of advisors, consultants, market analysts and business developers work with our
extensive network of industry and market relationships to bring global perspectives to regional
challenges.

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Message from the CEO

We are passionate about what we do. This enthusiasm is reflected
in the continuum of achieving our goal to gather the rarest strategic
intelligence on the energy market and converting the data into
competitive advantage for our clients.
Contax Partners mission is to empower our clients to succeed, and we
work hard to identify and maximize business opportunities. We believe
in our mission and stand by our projections by assuming accountability
alongside our clients. To do this, certain beliefs are critical for the
success of any initiative, both in business and in private.
25 years ago, we set our goals high and persevered. Contax Partners
today is regionally renowned for its expertise in the energy projects and
infrastructure arena. We are the partner of choice for all energy related
companies operating in the Middle East and beyond.
We build to last. Working as a team, we extend this philosophy to
include not only our clients, but our environment at large. We give back
to our community through a number of socially responsible initiatives.
We network, we connect, we communicate, and we love what we do.

I look forward to doing business with you

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Our Mission:

To empower our clients to succeed in the Middle East energy market and beyond.

Our Vision:
To be a consultant of choice for all companies operating in the Middle East energy and
energy-related industries by providing measurable benefits through our end-to-end strategic
advisory services.

Our Values:
Contax Partners business is built on the relationships
and the trust we develop with our clients, which is largely
attributed to our business ethics. We value knowledge,
partnership, pragmatism and delivery of measurable
benefits to our clients.

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Our Value Proposition

Contax Partners provides end-to end Business Advisory, Business
Development and Business Investment solutions through:
Unique proprietary data
Extensive data on the MENA Capex market for energy and energy related projects, enabling
our research team to deliver superior fact-based market analysis and insights.

Unique integrated business model

Our clients benefit from end-to-end advisory solutions involving project teams made up of
analysts, consultants, on-site business development managers and advisors.

Fact-based analysis
We focus on bringing fact-based insights combined with market intelligence, gathered and
developed over 25 years, to support our clients in making better and more informed decisions.

Market and sector knowledge

Our ability to access key decision makers such as project owners, contractors, ministers, and
other business leaders enables us to test and validate our findings and assumptions of the
market.

Innovative commercial model

Our objective is to empower our clients to succeed, and we often share our clients risk through
a success-based fee structure.

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We Serve the Following Sectors in the

MENA Region:

Gas
Power
Renewables
Oil Petrochemical
Refining Metal
Water Mining

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Our Services:
Business Advisory
Our consulting practice provides project related market intelligence, risk
assessment and due diligence, market entry and growth strategies for
project owners, contractors, suppliers, and other energy related service
providers within the Middle East region.

Business Development Advisory

Our business development team assists contractors and equipment
suppliers to improve their chances of winning the right projects, and to
reduce their bidding risks through informed market intelligence and a
customized bidding strategy.

Business Investment
A model through which we provide market entry support and create
greenfield business in return for a sweat- equity in the newly formed
company.

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Business Advisory

Project Tracking and Monitoring

Contax Partners has been gathering and delivering Middle East market intelligence for over
25 years to support company corporate strategies and business development. Today, through
our extensive database of projects and a team of dedicated researchers and analysts, we are
transforming information and data into actionable knowledge and insights that drive decision
making.

Gain a unique advantage over your competitors through

superior market insights
Our consultants have real time access to the most comprehensive breadth of information,
data for over 5,000 energy and energy related projects across the MENA region which value
in excess of US$1.5 trillion.
Analytic tools which enable our consulting team to perform the following:

Market Capex and Workload Overall market Capex report and analysis of workload
including peaks and troughs

Tiering Analysis Segregation of projects based on likelihood of proceeding

Market Forecast Future project activity by country and sector

Award and Execution Schedule Schedule of awards of different contracts and specific
project action plans and timelines

Benefits to your business

Rely on quality data that can be trusted The quality and integrity of our data is of utmost
priority to us. All data gathered goes through a rigorous series of checks and validations before
it is released for use by our analytics team. We are fortunate to have an extensive list of close
contacts that can be trusted and have on-ground presence in order to provide the most reliable
data in the market.
Minimized risk of decision making through provision of customized information Our
market analysis team will customize the information that you require in a detailed and structured
report that will help you make better informed decisions for your business.

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Business Case Study

Client Situation

How We Helped

Impact

A top tier international EPC

(Engineering, Procurement, and
Construction) contractor with
substantial presence in the GCC
was struggling to make any
substantial traction with project
owners and was unable to develop
a sizable opportunity pipeline that
its business development team
could pursue.

On a quarterly basis, Contax

Partners supported the client in
assistance with understanding
the GCC market trends, new
project announcements, delays
to existing projects of interest and
project awards. Contax Partners
conducted an assessment of the
project Capex and contractor
related trends evolving in the GCC
that were likely to drive future
project announcements. Industry
updates on relevant sectors and
players were researched and
compiled on a timely basis and
exposed to rigorous analysis
to derive up-to-date project,
competitor and market related
knowledge.

The client was able to obtain

detailed, synthesized analysis
and insights into the GCC project
Capex landscape that helped
the client in quick and informed
decision making. Contax Partners
was retained as the principal
provider of detailed and timely
market intelligence whilst the client
won contracts in excess of US$20
billion over 8 years.

The client was looking to support

its business development and
customer account management
process with a source of trusted
and fact-based market intelligence.

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Project Life Cycle Support

There are numerous challenges that project owners may face from the study to the commissioning
phase of any project. Contax Partners, through its in-depth market assessment on resources and
contractors, makes project owners aware of the risks that may have a significant impact on project
execution.

Tailored research to drive and support critical decision making

Market Analysis Trends, dynamics and drivers of the market and its implications to project
owners
Project Feasibility Study Factors that would affect the overall viability of the project
Project Contracting Strategy Most appropriate contracting strategies in order to develop winwin scenario
Prequalification Support Identify and develop key evaluation criteria in order to short list
contractors
Project Benchmarking Analyze best practice project execution features in order to support world
class project development
Project Risk Assessment Assess market related risks associated with projects
Demand/Supply Analysis Current market situation in relation to key construction commodities
and services (e.g. steel, cement, Highly Consumable Goods (HCGs), Long Lead Items (LLIs),
heavy equipment, labor etc.)
Contractor Benchmarking Competency Fit for Purpose and Ability to Execute benchmarking
methodologies to identify the best suited EPC contractors to execute the project
Contractor/ Subcontractor Due Diligence Identify contractor/subcontractor strengths/
weaknesses in terms of capability, existing commitments, reputation on previous projects and
access to labor and suppliers. Conduct thorough due diligence on contractors to understand any
financial risk or capability risk that they may pose to a project
Labor Rates and Productivity Track labor rate movements by discipline and the impact of
project activity on productivity levels

Benefits to project owners

Identify and mitigate project risks - Get a thorough understanding associated with future workload
peaks and impact on critical inputs which can affect project execution. Contax Partners closely tracks
market movements, and can identify and forecast labor and material swings and imbalances that can
help project owners take proactive measures to minimize risks.
Identify and evaluate the best contractor - Our market intelligence team closely monitors
contractors and subcontractors, and can help project owners identify and evaluate the right contractor
for a project.
Plan for a successful outcome - Develop a criteria of critical success factors for successful project
execution, and provide on-going support throughout the project execution journey in order to ensure an
effective outcome.

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Business Case Study

Client Situation
A JV formation (the client) between
a National Oil Company and
an International Oil Company
(IOC) was in the testing phase
for undertaking a mega onshore
gas exploration project. The client
was looking to assess the incountry infrastructure, resources,
contractors and service providers
within Saudi Arabia to understand
the capabilities and constraints
available within the country.
The client wanted to conduct
this detailed study as part of
its planning and risk mitigation
exercise to model potential risks
which could impact the successful
delivery of the project.

How We Helped
Contax Partners supported the
client by conducting a detailed
assessment of the entire Oil
& Gas landscape within the
country (specifically Eastern
Province) including: planned

Capex and Workload, in-country

infrastructure and resources
(construction commodities, labor,
equipment), EPCs, engineering
and construction companies
and consultants, procurement
providers, oil field service providers
and other associated service
providers.
Through a rigorous on-the-ground
research approach, Contax
Partners conducted over 100
interviews with market experts
within all the specified categories
and collected, analyzed and cross
validated information on a real time
basis.
In addition, Contax Partners
conducted a detailed analysis
of future workload patterns of
competing large, and mega
projects within the country and
the GCC at large, and identified
sweet-spots on when the client
could commence the award
process for the project to be
in a better place vis--vis its
competition.

Impact
By conducting an exhaustive
study, Contax Partners was able to
collect critical information about the
market, resources, capabilities and
risks prevalent within the Kingdom
which ultimately helped the client
in developing a well thought-out
execution strategy.
With Contax Partners inputs, the
client was able to access factbased analysis of the latest local
trends and data, which fed into the
clients proprietary Risk Mitigation
Model. The client was able to
take necessary steps ahead of
time to make adjustments to
its procurement, and execution
strategies in order to ensure timely
commencement of the project,
and ultimately resulted in a Capex
saving of US$ 40 million.

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Strategic Support for Market Entry and

Developing Winning Growth Strategies
Contax Partners has developed an unparalleled reputation for helping companies enter and thrive in the
competitive Middle East energy market. Using our widely recognized market intelligence platform, knowledge
across various industry verticals and key relations with a variety of business experts, Contax Partners is able to
provide a full-range of advisory services for companies looking to enter or grow in this market.
In addition to helping new companies enter the region, our clients typically reach out to us when they need
support on their most critical growth challenges. We help clients dominate their core businesses, identify and
capture new opportunities, and consolidate their markets where appropriate.

Leverage our expertise, resources and connections to identify

opportunities and to establish business relationships
Country operating procedures and documentation requirements
Entry and execution strategies to gain market share
Market intelligence and helping to size the market
Customer procurement habits
Competitive landscape and strategies
Partner identification, due diligence, introduction and negotiation
Physical office setup and recruitment support
Organisational structure and definition of world class processes
Opportunity identification and business development support
Competency building to generate sustainable long-term success and competitive advantage

Benefits to your business

End to end solution Contax Partners has the expertise and experience in helping new companies setup and
grow their businesses. Right from market assessment to going live and beyond, Contax Partners can provide an
entire gamut of services that quickly help new businesses establish themselves in the market.
Relationships Our strong network of relationships within the industry and outside can assist companies
through introduction, partnership or investment.
Growth strategies Companies already present in the region look to Contax Partners to assist them in
identifying and developing strategies for new markets and offerings. We have a deep understanding of all major
energy related verticals that can be leveraged upon.

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Business Case Study

Client Situation

How We Helped

Impact

A global renewables company

was looking to penetrate the
GCC market and wanted to
understand the renewables space
in the region. The client wanted
to track competitor and contractor
activities, and to develop
relationships with key government
entities in order to prequalify for
upcoming renewables projects
within the region.

Using Contax Partners proprietary

database of market intelligence,
we monitored and tracked current
and future developments within
the regional renewables market on
a monthly basis. Contax Partners
monitored the activities of different
project owners and contractors,
and helped the client to develop an
opportunities pipeline that matched
the clients competencies. In
addition, Contax Partners helped
the client understand the selection
criteria of various project owners,
and assisted in developing a
strong bidding strategy for several
of its opportunities.

With the help of our proprietary

market intelligence database,
Contax Partners was able
to provide current news and
opportunities to the client on a
monthly basis which ultimately
helped the client to prioritize its
resources to pursue the most
appropriate opportunities.

In addition, the client was also

looking for initial administrative
support with licensing, office setup,
recruitment, payroll, and other
administrative related procedures.

Additionally, Contax Partners

also helped the client with initial
administrative support and
registration procedures with major
project owners across the region.

Through a laborious exercise

of vendor registration and
documentation support, the
client was listed to the approved
vendor list of many of the major
project owners in the region. Post
approval, Contax Partners has
continuously supported the client
through assistance on its bidding
strategy helping it prequalify for
over US$700 million worth of
projects.
Additionally, by assisting the client
with its initial setup, administrative
support and registration, Contax
Partners helped significantly
reduce the clients go-to-market
time by 9-12 months.

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Business Development Advisory

Business Development Advisory

There is a fine line between winning and losing. The complexity of developing winning strategies
to acquire new business is something that we at Contax Partners know well. Whether you are an
EPC contractor or equipment supplier of boilers, heat exchangers, compressors or other critical
products or services, Contax Partners can help advise you on how best to increase your success
rate in winning projects.
We understand that every project is unique and therefore selecting the right business
development partner who has the right expertise within the local market, relationships with
customers and clients, and a deep understanding of client selection processes will make a
difference between winning and losing. Our team of seasoned business development experts
is backed by comprehensive support from researchers and analysts to ensure that our clients
benefit from up-to-date and accurate market intelligence.

Empowering you throughout the project developmental cycle

Act as your market sensor to identify the right opportunities
Match customers strength to appropriate opportunities
Competitor monitoring and understanding their value proposition
Develop winning strategies aligned to your business priorities
Strong understanding of the decision making structure
Detailed analysis of the bid evaluation process
Network of relationships to help create value
Advise during contract negotiation process

Benefits to your business

Increase the rate of success and reduce risk In a competitive market place where
numerous companies are bidding for one project, having a market expert such as Contax
Partners helps companies to be informed on upcoming opportunities and ensures that they are
ahead of their competition.
Improve efficiency in your business development process Our world class business
development team has over 25 years of experience working within the regional energy space. We
understand the documentation, decision making and bidding processes that could be invaluable
to your business acquisition process.

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Business Case Study

Client Situation

How We Helped

Impact

A European manufacturer of
material handling systems for
the energy, mining and industrial
sectors wanted to explore business
opportunities within the GCC
region.

Contax Partners was selected as

the local partner for the company
in the key territories of Abu Dhabi
and Saudi Arabia. Given our
strong focus on market intelligence
and keeping a close pulse on
the market trends, we were able
to develop a robust opportunity
pipeline for the client.

Contax Partners helped the client

pre-qualify with most of the large
project owners within Abu Dhabi
and Saudi Arabia. In addition,
Contax Partners provided the client
with regular market intelligence
of the EPC packages, competitor
actions (within GCC) and the
know-how of the bidding process
pertaining to the different project
owners which ultimately helped
the client stay ahead of the game
in its bidding and pre-qualification
strategy.

The client was looking for a

local agent with accurate market
intelligence, strong insight into
projects and contractors activities
within the GCC and a strategic
network of relationships to help
them pre-qualify with project
owners and get short-listed with
leading EPC contractors.

Our strategic relationships

and our history of working with
project owners and contractors
allowed us to guide the client
in registering with all the major
project owners within the two
markets. As part of the on-going
business development support,
Contax Partners helped the client
understand the projects bidding
structures and facilitated in
developing a successful bidding
strategy.

As an on-going exercise, Contax

Partners is helping the client
connect with the project owners
and the winners of different EPC
packages as part of its registration
and relationship building exercise.

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Business Investment

Business Investment
Contax Partners Business Investment division has established a proven track record of empowering
its clients to achieve successful partnership creation in the MENA market. We are committed to
actively identifying new and innovative technologies worldwide, and to enable their successful launch
and rollout within the region, working closely with patent rights owners, financial institutions and local
partners as they grow into profitable ventures.
We have developed an innovative sweat-to-equity model through which we provide on-going advisory
and business development support for a predefined stake in the newly formed entity.

Proven track record in creating strategic alliances for innovative

companies looking to enter the region
Development of business plan and opportunity feasibility
Identification of strategic partners and assessment of strategic and organizational fit
Partnership negotiation support and courtship
Assistance with company registration, business sponsorship, management agreements and visa
applications
Initial administrative support (introduction to banks, recruitment firms, government formalities, etc.)
Recruitment and logistical support (office search, staff accommodation, etc.)
Joint venture maintenance and on-going operational support

Benefits to your business

End to end solution Contax Partners has a successful track record in bringing new concepts,
incubating the ideas into tangible entities, forming strategic alliances with carefully selected partners
and providing on-going business support to help grow these companies to their maximum potential.
Relationships Our strong network of relationships within the industry and outside can assist
companies through introduction, partnership or investment. Our aim is to align the company with the
right business partner that would provide it with the necessary support in developing a strong and
profitable venture.

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Business Case Study

Client Situation

How We Helped

Impact

A unique and innovative

technology company with a
US-patented process for water
disinfection had an exclusive right
for its proprietary technology within
the Middle East. The client was
looking for a strategic partner that
could help set up within the region,
and further size the opportunity,
ultimately helping to market this
technology within the region.

Contax Partners saw a large

potential for this technology within
the region, and decided to partner
with the client as part of its market
entry strategy. After conducting a
market study and sizing exercise,
we realized that bringing the
technology to market was essential,
and therefore took charge of
the registration, licensing and
administrative work, while the client
focused on developing its sales and
marketing strategy.

Contax Partners provided the client

with a strong platform on which the
company was able to showcase
its capabilities to its target market.
By eliminating the hassles
relating to company incorporation,
government paperwork, office and
administrative procedures and
other business related formalities,
the client was able to concentrate
on its core business of marketing
its innovative technology.

Using our network of relationships

within the local market, the
technology was initially tested on a
few residential establishments and
after receiving positive feedback a
full scale rollout ensued.

By assisting the company in

a structured manner, Contax
Partners was able to help take
the concept to a commercially
successful level, and also to
develop a successful model of
market entry that can be rolled out
into other Middle Eastern markets.

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Management
Management Profiles
Profiles

Filippo is the Chief Executive Officer at Contax

HeExecutive
has over Officer atAnn-Marie
is the Director
Business Advisory Services at Contax
Filippo Partners.
is the Chief
Contax Partners.
He has of
over
20 years of business development, project
business
Partners.
She has over
10 years of strategy development and
20 management,
years of business
development, project
management,
business
operations, and market strategy experience
across MENA,
Europe
implementation,
project
management, corporate transformation, risk
operations,
and market
strategy experience
across MENA,
Europe
and Russia. He has a strong backgroundand
in the
energy,
management,
and
EPCand
contracting experience within the Middle East
Russia.
He utility
has a and
strong background
in the energy,
utility
construction sectors, and holds a PhD inconstruction
the field of engineering
thea PhDand
Europe.
holds
sectors, andfrom
holds
in the
field ofAnn-Marie
engineering
froma Ph.D from the University of Manchester
University of Florence.
in the discipline of Biochemistry. Ann-Marie started her career as a
the University of Florence.
Consultant with Accenture, serving a range of International Energy
Filippo started his professional career with
F.Fochi
in 1992
as a Project career with
clients
including
Shell,
Filippo
started
his professional
F.Fochi
in 1992
as Petroleum
a Project Development Oman, Kuwait National
Control Manager in Iran, and was involved
in theManager
reconstruction
Petroleum
Company, EDFofEnergy, and others. She has led significant
Control
in Iran,ofand was involved
in the reconstruction
Bandar Imam Petrochemical Complex. Filippo
heldPetrochemical
senior positions
programs
ranging from design and implementation of a
Bandarhas
Imam
Complex.transformation
Filippo has held
senior positions
at several leading engineering and construction
companies
including and construction
journey management
initiative for high value strategic mega projects
at several
leading engineering
companies including
Bonatti where he set up the companys first
branch
in Abu
Dhabi.
Later
development
of a Dhabi.
risk management strategy for the execution of
Bonatti
where
he set
up the
companystofirst
branch in Abu
in his career, Filippo joined FM Construction
Manager
high value EPC
and the roll-out of a global Contracting and
Lateras
in an
hisArea
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as anprojects
Area Manager
responsible for setting up the companysresponsible
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throughout
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Procurement
for the
a major International Oil Company.
setting up
companys
operationsStrategy
throughout
GCC.
Since joining Contax Partners in 1999, Filippos leadership has helped
Ann-Marie joined Contax Partners in 2008 where she has transformed
Contax Partners grow into a leading provider
strategic
intelligence
consulting
and advisory practice to help serve important
Sinceofjoining
Contax
Partners in 1999, Contax
FilipposPartners
leadership
has helped
to the energy and energy related industries.
Contax
Partners
nowa leading provider
Contax
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growisinto
strategic
intelligence
energy of
clients
around
the world.
recognized as a trusted partner to majorto
companies
in the
the energyoperating
and energy
related industries. Contax Partners is now
Middle East and beyond.
recognized as a trusted partner to major companies operating in the
Middle East and beyond.

Ann-Marie is the Director of Business Advisory Services at Contax

Partners. She has over 10 years of strategy development and
Wendy
is the Chiefproject
Operating
Officer of corporate
Contax Partners.
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implementation,
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joined
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Wendy is the Chief Operating Officer of Contax Partners. While Wendy

joined Contax Partners in 2006 to manage the commercial and financial
Wayel
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aspects
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Wayel holds
a BSc in Applied
Electrical Engineering from King Fahad University of Petroleum and
Wendy started her career in areas related to Finance, working in various
Minerals.
roles and organizations in Canada, particularly in the Oil and Gas sector,
before moving
intoincluded
international
hasresponsible
since worked
Wayels
early jobs
beingbusiness.
a ProjectWendy
Manager
for in
various consulting
Eastern
Europe
and the
East.
Prior to
improving
technicalroles
data in
and
material
cataloging
of Middle
a leading
regional
joining
Contax Partners,
Wendy
was
the commercial
aspects
utility
company.
Wayel then
moved
tomanaging
a Dow Jones
listed company
as
a reputedServices
international
property
company
in Dubai.
aofCustomer
Manager
and development
helped the company
grow
its sales
exponentially, without new installation additions.

Since Wayel joined Contax Partners in 2010, he has made a significant

effort to Contax Partners Business Development activities by helping
clients to succeed in more than $1bn worth of project acquisitions.

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Our Clients

18
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Beyond Corporate Social Responsibility

A donation was presented to American Mission Hospital by Contax Partners as part of its commitment
to the countrys healthcare. AMG Chief Medical Officer Dr. George Cheriyan received the donation
comprising medical equipment.

Contax Partners participated in the sponsorship

of American Mission Hospital Island Classic golf
tournament.

Contax Partners donated BD 2,000 to the AMH through its sponsorship of the AMH
Island Classic golf tournament. The money was used to purchase a CTG machine
used to monitor babies after birth and a scanner for its obstetrics gynecology clinic.

Contax Pratners participated in the Championship Flight of the annual AMH Classic Charity Golf Championship. The aim of the event was to
raise funds to buy necessary and much needed equipment for American Mission Hospital.

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Media Coverage

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