Dubai Media City · Established 2004
Action Marketing Plus

Think BIG……We make it happen

Senior brand and activation partner. Dubai-based, MENA-led. Established 1999, operating from Dubai Media City since 2004 for The Coca-Cola Company, Procter & Gamble, Nestlé, Sony, Epson, and others.

Get in touch
Credentials · 2026
Scroll ↓
Younes Iraki
Founder

Younes Iraki

Founder & CEO

Marketing background at Procter & Gamble across the Middle East and Africa. Country Marketing Director at The Coca-Cola Company. Marketing Lead for Morocco’s FIFA World Cup Bid. Founder of Action Marketing Plus — established 1999, operating from Dubai Media City since 2004.

Operating across MENA and Africa for The Coca-Cola Company, Procter & Gamble, Nestlé, Sony MENA, Epson, Colgate-Palmolive, Royal Air Maroc, Wafacash, among others. Single point of accountability on every mandate.

École Centrale Méditerranée · ENSAM Paris · Harvard Business School Executive Education · Trilingual: English, French, Arabic.

Connect on LinkedIn
What we do

Three offers.

01

MENA Brand Activation

End-to-end execution across the corridor

End-to-end execution of single-brand briefs, multi-country campaigns, and signature franchises across MENA. One brief, one accountable counterpart, consistent execution from concept to live. Africa-capable on selected markets through local partners.

02

Annual Activation Partner

Long-term partnership for recurring brands

Long-term partnership for brands with recurring regional needs — annual flagship events, multi-cycle franchises, repeat market activations. Reference engagements include Sony MENA’s Business Partners Meeting, Sprite Cricket Stars across the Gulf, Oral-B at AEEDC Dubai, and multi-year programmes for The Coca-Cola Company and Procter & Gamble.

03

Strategic Advisory

Senior counsel — available on referral

Brand portfolio strategy, marketing transformation, market entry, fractional senior leadership, and bid-stage strategic missions. Recent mandate: Advisor to the President and acting Chief Marketing Officer at Dislog Group (2024–2025), a consumer goods group with presence in eight countries. Available on referral.

Selected work

Eight signature mandates. Mapped to how brand teams brief.

Selected to span the eight activation types brand teams most commonly buy across MENA — from grassroots sport franchises that compound over years to single flagship events that anchor a brand moment. Five different client houses, three regional clusters, two decades of compounding craft.

01 / 08
Sport activation · Multi-country regional franchise

Copa Coca-Cola

8 markets across the corridor · Multi-cycle franchise · The Coca-Cola Company

AMP delivered Copa Coca-Cola as a multi-country football activation across the corridor — Saudi Arabia, Bahrain, Qatar, Kuwait, Oman, Jordan, Kenya, and Morocco among the markets. The Morocco edition stands as the most fully developed deployment: a national tournament across eight cities, sixteen teams in each, and the top four finalists travelling to Copa France. Part of a broader 16-market Coca-Cola relationship across MENA and Africa — and the natural reference for the 2030 World Cup cycle.

02 / 08
Sport activation · Gulf cricket franchise

Sprite Cricket Stars

9-year regional franchise · UAE, Qatar, Bahrain · Coca-Cola via DBBCG

Sprite Cricket Stars is the rare grassroots sport franchise to survive nine consecutive cycles in the Gulf. AMP led regional execution across UAE, Qatar, and Bahrain — three parallel tournaments (open, corporate, labour camps), refurbished community pitches, and stadium finals production. Shoaib Akhtar, former world’s fastest bowler, served as the franchise’s brand ambassador, managed by AMP. AMP’s signature grassroots-to-stadium reference.

03 / 08
Mall activation · Multi-country single brief

Epson Ecotank — UAE + KSA

2 markets, 1 brief · Epson Europe BV

AMP delivered Epson’s Ecotank experiential activation across the UAE and Saudi Arabia under a single multi-country brief — concept, design, build, and run across malls and university campuses. Two markets, two purchase orders, one accountable partner. AMP’s anchor reference for the multi-country single-brief model that defines our work for HQ-led brands.

04 / 08
Entertainment · Talent-led flagship event

Wafacash / Western Union — Saida Charaf at Zabeel Saray

Dubai · Cultural concert · Wafacash / Western Union

AMP delivered a flagship concert evening for Wafacash / Western Union at Zabeel Saray, Dubai — an exclusive event for the brand’s loyal customers in the Moroccan diaspora, headlined by Moroccan diva Saida Charaf. AMP’s signature reference for talent-led entertainment activation — and a working illustration of the Gulf–Maghreb diaspora moment.

05 / 08
Annual partner event · Long-cycle recurring

Sony Business Partners Meeting

9 consecutive years · UAE · Sony MENA

AMP has delivered Sony MENA’s flagship Business Partners Meeting in the UAE for nine consecutive years. Concept, venue, full event production, branded environment, demonstration integration, hospitality for several hundred regional partners. The headline reference for AMP’s Annual Activation Partner model.

06 / 08
Tier-1 exhibition · Scientific congress

Oral-B at AEEDC Dubai

5 consecutive years · AEEDC Dubai · Procter & Gamble

AMP has served as official booth contractor for Oral-B at AEEDC Dubai — MENASA’s largest dental congress — for five consecutive editions. Stand design and build, KOL hospitality, demonstration programmes, lead capture systems, and brand-team support. Five cycles, all held.

07 / 08
Multi-country brand campaign · East & West Africa

Billions Reasons to Believe

6 African markets · The Coca-Cola Company

AMP delivered Coca-Cola’s “Billions Reasons to Believe” and “Share a Coke” multi-country activations across six African markets — Kenya, Tanzania, Uganda, Mozambique, Ethiopia, and Nigeria. AMP’s mature Africa-capable model in deployment: Dubai-led brief, single-point-of-accountability creative consistency, and local execution at scale.

08 / 08
Proprietary sport franchise · AMP-owned IP

TheCityRun

16 editions · Morocco + Kenya · Plan to deploy in 100 cities

TheCityRun is AMP’s proprietary multi-city sport franchise — sixteen editions delivered across four Moroccan cities and two Kenyan cities, with the plan to deploy in one hundred cities. Casablanca 2026 drew over eight thousand participants with national media coverage. Working proof that AMP’s work spans both ends — executing campaigns for global brands, and building, operating, and scaling our own sport franchises.

See more of our work 30+ cases across MENA, the Maghreb, and Africa, organised by brand house
Multi-year mandates

Programmes that ran cycle after cycle.

Selected long-running engagements — each delivered consistently across multiple cycles, demonstrating execution reliability over time.

22
years

operating from Dubai Media City · Action Marketing Plus FZ-LLC

9
years

Sprite Cricket Stars · Gulf

9
years

Sony MENA Business Partners Meeting · UAE

5
years

Oral-B at AEEDC Dubai

Clients & markets

Across MENA, the Maghreb, and Africa.

Markets executed
Gulf
UAE · Saudi Arabia · Qatar · Bahrain · Kuwait · Oman
Levant & Yemen
Lebanon · Jordan · Syria · Yemen
Maghreb
Morocco · Algeria · Tunisia
East & West Africa
Kenya · Tanzania · Uganda · Mozambique · Ethiopia · Nigeria · Ivory Coast
Get in touch

Direct.

Younes Iraki — Founder & CEO
Action Marketing Plus FZ-LLC
Dubai Media City
M+971 55 15 000 35