Events and Marketing done right.

Delivering the ICA Congress in Abu Dhabi.

In a nutshell.

PlusFourFour Events is a global Event, Production & Marketing Agency, headquartered in Dubai. Our agency was founded in 2017, and provides first class event management & marketing consultancy services for clients across several industries. Our approach is holistic, ensuring that we think of everything from end-to-end, resulting in turnkey solutions - resulting in low stress for and high trust from our clients.

Our event solutions include consideration for everything from strategic concept and design, through to onsite delivery, production and on-ground management and dismantle. In addition to producing your event and managing the budget, we provide complete technical & production services from A/V, photography, videography and content, stage & production build, show calling, stage & venue management.

Our marketing solutions begin from strategic thinking, all the way through to the creation of a marcomms blueprint to project management and execution. Our blueprints incorporate all the relevant facets of a marketing scope - be it online, offline, event, PR or branding, we ensure to work closely with our clients, facilitating creation, curation and execution phases that deliver tangible results.

The founders of PlusFourFour, James Raffoul and Aya Fisher, have been living and working in the UAE since early 2007 and managing events and marcomms projects globally since 2001.

Our Founders

Man wearing a headset, speaking into microphone, holding papers, in front of Emirati men dressed in traditional Middle Eastern attire, black and white photo.


  • Founder.

    James has been based in the UAE since April 2007, founded PlusFourFour Events in 2017 and began working in events in London in 2001.

    Events produced and delivered include; government events/summits, international/association led conferences & congresses, festivals, hybrid, automotive, gala dinners, live concerts, fashion events, product launches, award ceremonies and exhibitions.

    Predominantly specialising in strategic delivery as a Director or Head of Events, Director of Event Operations & Production, Technical Director, Showcaller or Senior Producer.

A black and white photo of a smiling woman with wavy hair and a collared shirt.


  • Founder.

    Marketing is a passion. It's fascinating figuring out how to create lasting connections between brands and people..or between people and people. The psychology of it, keeping up with trends and innovation, both in the digital and physical world- it's a fast-paced whirlwind of learning and growing and a career path I am grateful to have taken.

    I enjoy taking a visionary/strategic approach to getting things done. I pride myself on strong leadership, motivational and communication skills, being quite entrepreneurial and highly organized, as well as proficient and empathetic in handling numerous tasks and teams to deliver world-class experiences. I am a major team player - I get energized through working with other greats - and am a firm believer in winning together. I truly welcome a challenge and am always looking for ways to bring something fresh to the table.

Some of our work

  • Audience sitting in a conference or event hall, clapping and smiling. The audience includes men in traditional Middle Eastern attire and others in business suits, with tables in front of them holding bottles of water and snacks. The hall is decorated with colorful lighting and mirrors on the walls.

    IPBA Global Conference Dubai

    800 lawyers, 5 days of conference, 3 main stages, multiple breakout rooms, 2 golf days, 1 gala dinner, 1 offsite dinner, leisure & sightseeing tours - we designed, programmed, built and managed it all across 2022, with the event held in March 2023.

    We were jointly appointed by The Inter-Pacific Bar Association in Japan and Hadef & Partners Law Firm, in Dubai.

  • Panelists seated on stage during a conference or event with a large display screen behind them showing names and photos of speakers Wael Amin, Amel Emon, and Sela Mahmoud Zakaria.

    IFC She Wins Arabia

    We were the agency appointed to manage the overall event, including technical production, showcalling, stage management, content, attendees, giveaways, MC and photography & videography. The event was held at TODA Dubai in February 2023 as part of the World Governments Summit.

  • A large presentation screen displaying slides for ONE DANONE Organization, with illustrations of yellow stick figures, including a large figure showing respect to a smaller one, and a line of smaller figures holding hands. Audience members are seated in front of the stage.

    Danone Annual Conference & Awards

    PlusFourFour were proudly appointed to manage the entire 500 pax conference, A/V, production, team-building, gala dinner, awards, offsite tours, content, event transportation, photography & videography.

    As well as being held in Dubai & Abu Dhabi, the annual events were also held in Oman, Istanbul, Jordan and Singapore, enabling us to broaden our event delivery experience overseas.

  • A man standing on a soccer field at night with his arms crossed, smiling, in front of stadium seats and floodlights, with a large digital screen in the background.

    Al Jazira FC Half-Time Shows

    Since 2021, we have provided Audio Visual & Technical services for selected half-time productions and entertainment shows at Al Jazira Football Club, Mohamed Bin Zayed Stadium, in Abu Dhabi.

  • People sitting in chairs watching a large screen showing a man in traditional Middle Eastern attire at a conference in Dubai.

    UAE Innovates Closing Ceremony

    Appointed by the Prime Minister’s Office of Dubai to execute the first Dubai Government hybrid event held at the Expo site. With multiple UAE Ministers in person and online, the event culminated with a government recognition awards ceremony.

    Together with our partners Okoku, we delivered full event management services including A/V, live streaming, translation services and stage & branding production. The event was held in 2021.

  • Futuristic building resembling a blooming flower with petal-like structures, surrounded by greenery and people at night.

    UAE Pavilion Launch - Expo 2020

    Across 2020 and 2021, we undertook lead Marketing Strategy and execution for the UAE Pavilion Launch, Dubai Expo 2020.

  • Smiling woman in black shirt gesturing with hands, with text about emotional optimism and living in the silver lining, and a heart logo with the name Claude Silver.

    Brand Management & Strategy Consulting

    We were proudly hired to deliver Brand Management & Strategy Consulting for Claude Silver, Chief Heart Officer for VaynerMedia, NYC, USA.

  • Event poster for 'Edge of Government 2018' showing a circular design and text about experiencing leading government innovations globally.

    Mohammed Bin Rashid Centre Experience

    We were appointed to create and manage a special exhibit experience for the Mohammed bin Rashid Centre for Government Innovation across 3 years, from 2016-2018.

  • Stage at the World Youth Festival 2024 with large screens, lighting, and a crowd in front. The screens display images of shirtless men and event information. Banner shows event details in Russian.

    International Boxing Association

    In Q1 of 2024 we were appointed to deliver long-term social media strategy and community management for IBA.

  • Decorative informational displays with the Abu Dhabi Early Childhood Authority logo for an event setting.

    Early Childhood Authority Facilitator Event

    Our first event with Abu Dhabi Early Childhood Authority, held in February 2025, was to organise an intimate gathering, celebrating a group of facilitators on a recently successful project delivery.

Our consulting work

  • Stage setup at the World Governments Summit with a blue backdrop featuring the event logo and name in Arabic and English, with three people seated at a panel.

    World Governments Summit

    Every year since 2022, we have provided showcalling services for our client at this world leading government event, held annually in Dubai, UAE.

  • Large conference hall filled with audience, stage with two big screens, and a speaker at podium, decorated with geometric black and white patterns, with yellow and white stage lighting.

    ICA Congress Abu Dhabi

    A four years in the making, covid delayed international congress, exhibition and production for The UAE National Library and Archives. 5000+ delegates, 100 exhibiting companies were all in attendance at ADNEC Abu Dhabi in October 2023.

    Hired by Nirvana Travel & Tourism, we managed all A/V, Production, Staging, Design, Branding, Showcalling, Stage Management, Content, Broadcast, Filming & Technical elements.

  • Two people sitting on stage in front of a large screen at an event, with an audience watching. The screen displays notes and sketches related to climate change and finance, with the text "ALTERA DIALOGUES ABU DHABI 2024." The setting appears to be a conference or panel discussion.

    Alterra Dialogues Abu Dhabi

    Hired as Technical Producer & Showcaller for this high level summit on behalf of the world’s largest private climate investment fund.

    Held at Manarat Al Sadiyaat Abu Dhabi in December 2024.

  • Nighttime scene of a modern building with a dome-shaped roof illuminated in blue, with bright spotlights and projections on the structure, reflecting in a body of water in the foreground. A person in dark clothing stands in the water taking a photo of the scene.

    David Guetta New Years Eve

    In 2021 we were hired to oversee technical and production delivery for a New Years Eve concert for one of the music industry’s biggest names, held on the water at the iconic Louvre Abu Dhabi.

  • Nighttime scene of an outdoor stage with colorful lighting, featuring a band performing in front of an audience seated on white chairs, with some audience members taking photos.

    John Legend Abu Dhabi

    In 2022 we were hired to oversee Technical & Production delivery on the Louvre Abu Dhabi 5th Anniversary concert series featuring John Legend.

  • A speaker stands at a podium on a stage, addressing an audience seated in white chairs at a conference or event, with a large screen displaying graphics behind them.

    World Road Congress

    Across Q3 & Q4 of 2019 we were hired to lead Technical, Production & Operations delivery on the World Congress, held at ADNEC Abu Dhabi in collaboration with Department of Transport Abu Dhabi and ESL Agence Publics.

  • A large indoor conference with a stage, screens, and numerous attendees seated and standing, at the United Nations headquarters during a spring meeting.

    IMF Spring Meetings

    In Q2 of 2019, we were sent on a mission to Washington D.C by our client ESL Agence Publics to deliver content and production consulting for the IMF Spring Meeting - and it was a great honour to be involved in such an event.

  • An indoor stage area with a large digital cityscape screen backdrop displaying Hong Kong skyline at night, with the words 'Opening Remarks' and 'FII Priority'. The stage has chairs, gongs on stands, and green LED strip lighting along the steps.

    FII Priority Institute Events

    Since 2022, we have provided production, technical and site management services onsite in Riyadh, London & Hong Kong on these globally important events, organised by the Future Investment Initiative and Richard Attias & Associates.

  • A technology exhibition booth for Ericsson with a large illuminated logo and digital screens, showcasing 5G autonomous bus technology, featuring people in traditional Middle Eastern attire and casual clothes, engaging in discussions.

    Sony Ericsson at LEAP KSA

    At the 2022 edition of LEAP KSA, we were hired by one of our regular clients to project manage the Sony Ericsson stand in Riyadh.

  • Logo and text for Mother of the Nation Festival, with Arabic script and a stylized geometric lion head in purple, orange, red, and yellow, on a light background with minimal landscape and trees.

    Mother of The Nation Festival

    At the 2019 Mother of The Nation Festival, held for 12 days on the corniche in Abu Dhabi, we were appointed as Marketing Director and Operations Director respectively - hence responsible for the overall marcomms campaign and festival operations delivery, spending over 60 days onsite!

  • A coastal amusement park illuminated at sunset with the city skyline in the distance.

    Dubai Fitness Challenge

    We were hired to create and execute the marketing strategy for the 1st ever Dubai Fitness Challenge, #Dubai30x30- an initiative by HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum - asking for all of Dubai to be active for 30 minutes every day for 30 days.

  • Two boxers in a match throwing punches in a boxing ring with an audience and bright overhead lights.

    International Boxing Association

    In December 2022 we were brought onboard to help facilitate the digital marketing and PR, for the first-ever Global Boxing Forum to be held in the Middle East.

  • A woman with glowing pink eyes and a face mask, wearing a hooded jacket, takes part in championship registration at a futuristic event, with colorful blurred night city lights in the background.

    Dubai E-Sports Festival, Dubai Tourism

    Across Q1 and Q2 of 2024, we provided campaign project management and comms strategy for our client.

  • A digital illustration with a purple background, showing a woman with glasses and a bun, standing in front of a large speech bubble. The text inside the speech bubble reads: 'How to apply to earn the Parent-friendly Label' in English and Arabic, with colorful accents and a playful style.

    Abu Dhabi Early Childhood Authority

    Since 2021, we have provided marcomms consulting services to ECA, including launching the inaugural WED forum and first-ever nationwide Parent Friendly Label (PFL) application cycle.

  • Night view of an outdoor event space with LED screens, palm trees, a shallow pool with fountain lights, and a sign that reads 'Saudi Green Initiative'.

    Saudi Green Initiative

    Hired by our client to manage production and technical set up for the Sustainability Pavilion, part of the Saudi Green Initiative activations, which took place during The World Economic Forum in Riyadh in April 2024.

  • Conference room with large LED screens displaying abstract blue and orange digital graphics, arranged in a semicircle around a stage with chairs, in a luxurious setting with chandeliers and ornate ceiling designs.

    Dubai Business Forum

    In Q4 of 2023, we were hired to produce and show manage two rooms of the Dubai Business Forum, for Dubai Chambers and Identity Middle East. The event was held at Madinat Jumeirah, Dubai.

  • A large conference hall with many attendees seated and a stage at the front. There are big screens displaying the event logo and a speaker, with one screen showing a close-up of a man in a suit speaking. A monitor in the foreground shows a live feed of the event with a timer reading 00:08:16. The event appears to be the Global Healthcare Summit, with a banner displaying the slogan "Together We Thrive."

    Global Healthspan Summit

    In Q4 of 2023, we were hired by Richard Attias & Associates as Production & Technical Management for The Global Healthspan Summit, held at The Four Seasons Riyadh, KSA.

  • Nighttime concert stage with beams of light and fog effects, surrounded by speakers and a winding path in the foreground.

    2024 Dubai World Cup Closing Ceremony

    Hired by Alsayegh Media as Technical Director for the showpiece event, The Dubai World Cup Closing Ceremony.

    Onsite set up, technical planning and production lasted for 6 weeks, culminating in a spectacular 17 minute closing ceremony. The show consisted of a world record 4000 drone show, 2 x pyro planes, a world class fireworks display, 1600 sqm of content and a sound, light & laser show.

    One for the history books!

  • Empty banquet hall with rows of tables and chairs, illuminated by blue lighting. Multiple large screens display the logos and text for the Mubadala Recognition Awards. Staff members are preparing the venue.

    Mubadala Recognition Awards

    We were hired by Nomad Events to provide showcalling and technical production services for a large-scale 1000 pax conference and awards ceremony, held at Etihad Arena, Abu Dhabi, in May 2022.

  • A large conference hall filled with attendees sitting in white armchairs, facing a stage with a massive screen displaying a woman's face and event branding.

    World Freezone Congress

    In September 2024 we were hired by one of our regular clients, to provide technical direction and showcalling on the prestigious 10th World Freezone Congress & Gala Dinner.

    Working with UAE Ministers, international speakers and moderators, the 3-day congress was held at Madinat Jumeirah, Dubai.

  • Trade show booth with large digital screens and branding from Gitex Global, Ericsson, and Zain Tech. Several people are walking around and interacting with exhibits, with a main digital display showing Earth from space and event details.

    Ericsson at GITEX Global

    In October 2024 we were appointed as producers to manage content, podcasts and the overall stand for Ericsson, across all 5 days of the world-leading show.

  • A conference with four panelists on stage at the Dubai Future Forum 2024, with an audience seated in an auditorium.

    Dubai Future Forum

    In November 2024, we were brought on board as showcallers for the Dubai Future Forum, on behalf of Dubai Future Foundation.

    The event was held at the iconic Museum of The Future, and we worked with our regular clients, PublicisLive.

  • Crowded indoor conference with many attendees, booths, and signs for the World Police Summit and Uber.

    World Police Summit

    We were hired by THA Event Experts and Dubai Police, as project lead for for the World Police Summit, which took place at Dubai World Trade Centre in May 2025.

    The scope included full conference strategy & direction, managing technical and production design and delivery, content curation, exhibition sales and sponsorship, exprom & vizprom campaigns, managing key stakeholders and Dubai Police, as well as full project P&L.

  • Neon sign on a textured wall reads 'PASSO BY BEYOND' with warm yellow glow.

    Beyond Passo: Event Launch

    Across July & August 2025, we were hired by MCH Global to lead Production & Technical delivery for Beyond Properties and their exclusive Gala Dinner launch event, on Palm Jumeirah.

  • A nighttime outdoor concert featuring a large orchestra on a multi-tiered stage with musicians, a grand piano, and a harp, set against a modern building with an illuminated, curved rooftop.

    Omar Khairat Concert

    In 2022 we were hired to oversee Technical & Production delivery on the Louvre Abu Dhabi 5th Anniversary concert series featuring legendary Egyptian composer, Omar Khairat.

  • A person playing a grand piano on an outdoor stage under purple and yellow lighting, with palm trees in the background and a decorative pattern projected on the canopy overhead.

    Lang Lang Concert

    In 2022 we were hired to oversee Technical & Production delivery on a special concert at Louvre Abu Dhabi featuring renowned international pianist Lang Lang.