Plan B Group
Plan B Group is a Dubai-based, full-service events and marketing agency founded in 2004, serving UAE government entities, multinational enterprises and sports organizations across 14 in-house disciplines from seven international offices.
- Company typePrivate
- Founded2004
- HeadquartersJumairah, United Arab Emirates
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Plan B Group does
Plan B Group, legally Plan B Advertising LLC, is a Dubai-headquartered full-service events and marketing agency founded in 2004 by Harmeek Singh. The company delivers end-to-end event management, brand activation, fabrication, audio-visual, exhibition stands, printing, 3D modeling and experiential environments across 14 in-house service disciplines, supported by a 200+ person team and an interactive technology arm that deploys VR, AR, motion capture, Kinect-based gesture sensing, interactive LED video walls and touch-screen activations. Plan B is ISO 9001:2008 certified and runs project-based professional services engagements priced via custom quotation rather than disclosed rate cards.
The customer base is heavily concentrated in UAE government and semi-government entities (Abu Dhabi Sports Council, Dubai Sports Council, Etihad Rail, ENEC, Department of Health, Abu Dhabi Culture and Tourism), with marquee enterprise clients including Ferrari, Lamborghini, Bentley, Coca-Cola, Heineken, EMAAR and ENOC. Go-to-market is sales-led, driven by direct proposals, relationship-based business development and referrals from a track record of award-winning projects including two Guinness World Records. Distribution is direct enterprise sales targeting government and corporate buyers; the company markets through project case studies, awards-driven earned media, newsletter and event presence, with no public digital self-service channel.
The company operates seven offices across the UAE (Dubai HQ and Abu Dhabi regional HQ in the TwoFour54 media zone), UK (London, since 2010), India (Delhi), Russia (St. Petersburg, since 2017), Singapore (since 2019) and Saudi Arabia (since 2020). Plan B is privately held and bootstrapped, with no disclosed venture, private equity or institutional investment in the source data. Revenue is not publicly disclosed.
Plan B Group firmographics
Firmographics- Name
- Plan B Group
- Legal name
- Plan B Advertising LLC
- Website
- https://planbadv.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Plan B Group is a Dubai-based, full-service events and marketing agency founded in 2004, serving UAE government entities, multinational enterprises and sports organizations across 14 in-house disciplines from seven international offices.
- Ownership category
- akta.pro rank
Plan B Group industry classification
Industry- Product category
- Event Management Services
- NAICS
- Convention and Trade Show Organizers (56192)
- SIC
- Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Full-Service Event Planning & Production (HSACAAAA)
- akta.pro secondary industries
- Meeting & Conference Planning & Coordination (HSACADAA), Industry-Specific B2B Trade Show Organizers (THAHABAB), B2B/ABM Creative Agencies (MPAAAAAI)
Keywords
Where Plan B Group is headquartered
LocationHeadquarters
- HQ city
- Jumairah
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices7 records
Markets served
Plan B Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Event Management Services: Project-based fees for holistic event management including corporate events, conferences, sports events, and community activations. Revenue is generated per project with pricing based on scope, scale, and complexity of events delivered.
- Marketing & Brand Activation: Fees for brand activation campaigns, marketing services, and promotional branding including custom styrofoam production, printing services, and experiential marketing solutions.
- Exhibition & Fabrication: Revenue from exhibition stand design, fabrication, and production services for trade shows and corporate events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom Project-Based Pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Plan B Group product offering
Product offeringCore offering
Plan B Group is a full-service events and marketing agency that delivers holistic event management, brand activation, fabrication and production, exhibition stand design, experiential environments, audio-visual, 3D modeling and design, printing, and corporate meetings and events for government entities and multinational corporations. The company operates an integrated in-house model across 13 service lines, enabling seamless end-to-end project delivery for complex multi-faceted campaigns. Its interactive technology division delivers immersive VR, AR, motion capture, and gesture-based activations for brand experiences.
Product overview
Plan B Group is a full-service events and marketing company offering a comprehensive suite of 13 integrated services. The core offering centers on Event Management as the primary service, complemented by creative services (Brand Activation, Creative Conceptualisation, 3D Modeling & Design), production capabilities (Fabrication & Production, Printing, Custom Styrofoam), technical services (Audio Visual, Experiential Environments), and operational support (Corporate Meetings & Events, Exhibition Stand, Visual Merchandise, Event Logistics). These services are delivered in-house, enabling seamless integration across projects with built-in quality assurance and budget consolidation for government and corporate clients.
Differentiator
Problem solved
Functional benefit
Products and services
- Event Management Holistic event management from start to finish for corporate events, conferences, sports championships, community activations, and large-scale government events, serving enterprise and government clients.
- Brand Activation Inspired and creative solutions for growing new brands and products through brand activation campaigns, experiential marketing, and promotional branding initiatives for multinational and regional enterprises.
- 3D Modeling & Design 3D modeling and design service bringing concepts, colours and designs to life with exciting visual appeal for events, exhibitions, and brand activations.
- Fabrication & Production Hand-crafted fabrication combined with automated precision including carpentry, painting, CNC, welding, and electrical/AC capabilities for delivering all kinds of event and activation designs.
- Experiential Environments Immersive spaces and interactive ambiences incorporating virtual reality, augmented reality, motion capture, Kinect-based gesture activation, and interactive LED video walls to create engaging brand experiences for enterprise and government clients.
- Audio Visual Audio-visual services adding extra polish to presentations, displays, corporate messages, and product marketing initiatives for events and exhibitions.
- Event Logistics Reliable and highly capable delivery of event logistics including equipment, materials, and operational coordination required for successful events.
- Custom Styrofoam Design, colouring, and molding of personalized custom styrofoam for promotional branding, events, and exhibition displays.
- Creative Conceptualisation Out-of-the-box creative conceptualisation service helping develop meaningful and original creative concepts for events, brand activations, and campaigns.
- Corporate Meetings & Events Hand-picked venues, caterers, and MCs combined to deliver impeccable corporate meetings, seminars, conferences, and corporate events for enterprise clients.
- Exhibition Stand Design, fabrication, and installation of attractive and inviting exhibition stands incorporating refreshing creativity and the latest materials for trade shows and corporate events.
- Printing
Quantifiable outcome
- Guinness World Record for most nationalities participating in a cancer run (71 nationalities, 5,000 attendees)
- +3 more outcomes
Companies that use Plan B Group
Customer profileNamed customers33 records
Segments5 records
Ideal customer profiles4 records
Plan B Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Plan B Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Dubai Sports CouncilcoreDubai Sports Council supported the Dubai edition of Cancer Run 2026 scheduled for February 7, 2026 at Dubai Festival City.
- Cleveland Clinic Abu DhabicoreCleveland Clinic Abu Dhabi was the presenting sponsor of Cancer Run 2026 Abu Dhabi organized by Plan B Group. The event set a Guinness World Record for most nationalities participating in a cancer awareness run with 5,000 attendees representing 71 nationalities at Hudayriyat Island, Abu Dhabi.
- Abu Dhabi Sports CouncilcoreAbu Dhabi Sports Council supported the Cancer Run 2026 Abu Dhabi event. Plan B Group has an established relationship with ADSC for sports events and championships.
- The Sikh GroupcorePlan B Group partnered with UK-based The Sikh Group to organize The 10th Annual Sikh Awards held at JW Marriott Marquis Hotel Dubai. The Sikh Group consists of The Sikh Directory, The Sikh 100, The Sikh Charity, and The Sikh Awards.
- Sawtouna Committee & Harper's BazaarminorPlan B was approached by Sawtouna Committee and Harper's Bazaar to conceptualize and deliver the UNICEF Dream Ball Gala Dinner benefiting UNICEF through UAE's Red Crescent.
- Flash EntertainmentminorPlan B worked with Flash Entertainment to design and implement stadium branding for AFC Asian Cup at Mohamad bin Zayed and Al Nahyan Stadiums in Abu Dhabi and Khalifa bin Zayed Stadium in Al Ain.
- Professional Sports GroupminorPlan B partnered with Professional Sports Group and Abu Dhabi Sports Council to conceptualize and deliver the Leaders Conference in Abu Dhabi.
- Fitness FirstminorFitness First coaches led warm-up sessions at Cancer Run 2026 Abu Dhabi event.
- Vox CinemasminorVox Cinemas approached Plan B to create an immersive technology experience for 'How to Train Your Dragon' movie promotion featuring virtual reality motion capture and live animation.
- Dubai Foundation for Women and Children (DFWAC)minorPlan B worked with DFWAC to launch the Orange Campaign supporting women facing abuse through society activations across UAE.
- World Punjabi OrganizationminorWorld Punjabi Organization partnered with Plan B Group for the Apna Punjab event at Bollywood Parks Dubai, celebrating Punjabi culture and heritage.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Plan B Group competitors and assessment
Company assessmentDirect peers
- Pico Group: Pico is a Hong Kong-headquartered global brand activation and exhibition services company that designs, fabricates, and manages events and pavilions end-to-end. Its integrated production-plus-services model directly mirrors Plan B Group's one-stop-shop approach across event management, fabrication, and experiential environments.
- MCN (Middle East Communications Network): MCN is a large MENA-based full-service advertising and activation network operating in the UAE and wider region. Like Plan B Group, it serves enterprise and government clients with integrated event, brand activation, and PR services across the Gulf.
- Geometry MENA: Geometry (now part of VML) is a global commerce and activation agency with MENA operations focused on brand activation and shopper marketing. Its experiential and retail activation work overlaps directly with Plan B Group's brand activation, retail mall, and exhibition stand services.
- Messe Frankfurt Middle East: Messe Frankfurt Middle East organizes major B2B trade shows and exhibitions in the UAE, including Automechanika and Beautyworld. Plan B Group's exhibition stand, DWTC, and ADNEC engagements place it as both a competitor and supplier to organizers like Messe Frankfurt in the regional exhibition ecosystem.
- George P. Johnson Experience Marketing: George P. Johnson is a global experiential marketing agency producing corporate events, product launches, and brand experiences for enterprise clients. Its end-to-end event and experiential model closely parallels Plan B Group's turnkey delivery for multinational brands like Ferrari, Bentley, and Coca-Cola.
- Cheil MENA: Cheil is a global marketing and experiential agency with established MENA operations serving electronics, retail, and government clients. Its integrated creative-plus-experiential capabilities make it a close competitor for the same regional RFPs that Plan B Group pursues.
- MCI Group: MCI Group is a global events, association management, and engagement agency with strong presence in the Middle East. Its corporate event, conference, and association work overlaps with Plan B Group's corporate meetings, exhibitions, and large-scale government events portfolio.
- Flash Entertainment: Flash Entertainment is a UAE-based live events and entertainment company producing major concerts, sports, and citywide activations. It is both a competitor for premium UAE events and a partner to Plan B Group on projects like AFC Asian Cup stadium branding, illustrating direct overlap in the regional events market.
Broad incumbents
- WPP / Ogilvy MENA: WPP's Ogilvy network operates one of the largest advertising and activation footprints in the UAE and broader MENA region. While broader in scope, its experiential and brand activation capabilities compete for the same enterprise and government marketing budgets that Plan B Group serves.
- Serviceplan Group: Serviceplan is Europe's largest independent agency group with growing Middle East presence and integrated event, brand experience, and communication capabilities. It represents a broader incumbent alternative for multinational clients comparing regional experiential partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Plan B Group social profiles
Digital presencePlan B Group compliance and trust
Trust signalCompliance1 record
Plan B Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plan B Group leadership team
Management profileNumber of profiles
Profiles1 record
Plan B Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plan B Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plan B Group
What does Plan B Group do?
Plan B Group is a full-service events and marketing agency that delivers holistic event management, brand activation, fabrication and production, exhibition stand design, experiential environments, audio-visual, 3D modeling and design, printing, and corporate meetings and events for government entities and multinational corporations. The company operates an integrated in-house model across 13 service lines, enabling seamless end-to-end project delivery for complex multi-faceted campaigns. Its interactive technology division delivers immersive VR, AR, motion capture, and gesture-based activations for brand experiences.
Is Plan B Group a public or private company?
Plan B Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plan B Group founded?
Plan B Group was founded in 2004. It employs 51 to 100 people.
Where is Plan B Group based?
Plan B Group is headquartered in Jumairah, United Arab Emirates, in the Middle East region.
How does Plan B Group make money?
Three revenue lines are on record. Event Management Services are the primary driver. The others are marketing & Brand Activation and exhibition & Fabrication.
Who are Plan B Group's main competitors?
Direct peers on record are Pico Group, MCN (Middle East Communications Network), Geometry MENA, Messe Frankfurt Middle East, George P. Johnson Experience Marketing, Cheil MENA, MCI Group and Flash Entertainment. Broad incumbents are WPP / Ogilvy MENA and Serviceplan Group.
Does Plan B Group have an API?
No public API is recorded for Plan B Group.
What industry is Plan B Group in?
Plan B Group's product category is Event Management Services. Its primary akta.pro industry code is HSACAAAA, Full-Service Event Planning & Production, with a secondary code of HSACADAA, Meeting & Conference Planning & Coordination. Its NAICS code is 56192 and its SIC code is 7311.