Action Marketing Plus

Action Marketing Plus (AMP) is a senior brand and activation partner, Dubai-based and MENA-led. Licensed in Dubai Media City since 2004, AMP designs and delivers sports-led brand activations, consumer events and signature franchises for global brands across the Gulf, the Maghreb and selected African markets.

What we do
- Sports event organisation and management: community runs, cricket and football programmes, tournaments and fan activations
- Brand activation: end-to-end execution of single-brand briefs and multi-country campaigns
- Annual activation partnerships for brands with a recurring MENA calendar

How we work
One senior point of contact on every project, backed by a network of validated local partners across MENA. Multi-country reach, local execution, one standard.

Selected clients
The Coca-Cola Company, Procter & Gamble, Nestlé, Sony Professional Solutions, Epson, Colgate-Palmolive, Mondelez.

Our IPs
TheCityRun, BitcoinRun, RamadanRun and Dubai Cricket Stars.

Think BIG... We make it happen.

2004

Action Marketing Plus was founded in Dubai Media City in 2004 by Younes Iraki, former Procter & Gamble Brand Manager for the Middle East & Africa and Coca-Cola Country Marketing Director, following an earlier agency start in Casablanca in 2000.

Sport has run through AMP's work from the start:
- Sprite Cricket Stars: built and led the regional youth cricket programme for Coca-Cola / Sprite over nine consecutive cycles in the UAE, Qatar and Bahrain
- ICC T20 World Cup Trophy Tour 2021 (UAE/Oman): delivered for Coca-Cola, including community and labour-camp cricket activations
- Copa Coca-Cola: national youth football tournament programmes across five markets
- FIFA Club World Cup UAE 2018 and Special Olympics UAE 2019: on-ground activation for Coca-Cola UAE
- Gillette Future Champs: multi-country activation in the UAE and KSA
- Burn Energy: Guinness World Record relaunch in Dubai

Alongside sport, AMP has delivered brand activations for P&G (Oral-B at AEEDC Dubai, four consecutive editions), Nestlé MENA consumer promotions across the UAE, KSA, Kuwait and Jordan, Sony Professional Solutions Middle East (Business Partners Meeting, nine engagement years since 2008) and Epson's EcoTank campaign across the UAE and KSA.

In 2020 AMP launched TheCityRun, a multi-city running series in Morocco with 16 editions, followed by BitcoinRun, RamadanRun and Dubai Cricket Stars.