Communications Strategy
Establish what each audience needs to hear, which channels carry which role, and how every touchpoint contributes to a defined commercial outcome.
Project Scope
MUSE X SAB Launch
Communications strategy, brand platform, and creative development for the MUSE X SAB co-brand card launch.
$105,775
Fee
4-6 Weeks
Timeline
Engagement Overview
A structured path from strategy to launch-ready creative direction.
Brand Platform
Define the verbal and visual world that gives the MUSE × SAB co-brand card a distinct market position and a cohesive story across both card tiers.
Creative Execution
Translate the platform into product-level creative direction across hero film, social, CRM, lifecycle, in-store, mall, and still asset requirements.
Scope & Fees
Phased Deliverables
Phase 1
Week 1-2
Communications Strategy
We define the strategic foundation for all communication. Working from the GTM architecture, audience personas, and card propositions already in place, we build the messaging hierarchy that determines what we say, to whom, in what order, and what commercial job each piece of communication has to do.
This includes audience prioritisation across the seven mapped personas, channel role definition across paid, owned, earned, and in-store, and the messaging architecture that ensures every touchpoint, from a 6-second teaser to a CRM lifecycle email, is working toward the same strategic outcome.
| Role | Days | Day Rate | Total |
|---|---|---|---|
| Managing Director | 0.5 | $2,200 | $1,100 |
| Executive Creative Director | 2 | $3,850 | $7,700 |
| Planning Director | 4 | $2,450 | $9,800 |
| Cultural Strategist | 2 | $1,675 | $3,350 |
| Copywriter | 1.5 | $1,775 | $2,663 |
| Arabic Copywriter | 0.5 | $1,775 | $888 |
| Account Director | 2 | $1,450 | $2,900 |
| Project Manager | 1.5 | $1,250 | $1,875 |
| Phase Total | $30,275 | ||
Phase 2
Week 2-3
Brand Platform
We develop the ownable creative territory that gives the MUSE × SAB co-brand card a distinct identity in the market, one that no other premium card in a Saudi wallet can claim. This is the strategic idea that holds across all audiences, both card tiers, and every phase of the 12-month GTM, from hard launch through to always-on.
It defines the verbal and visual world of the brand: tone, aesthetic codes, narrative logic, and positioning. The platform is built to flex, carrying the aspirational energy of the Prepaid proposition and the authority of the World Mastercard under one cohesive brand story.
| Role | Days | Day Rate | Total |
|---|---|---|---|
| Managing Director | 0.5 | $2,200 | $1,100 |
| Executive Creative Director | 2.5 | $3,850 | $9,625 |
| Planning Director | 2.5 | $2,450 | $6,125 |
| Cultural Strategist | 1.5 | $1,675 | $2,513 |
| Copywriter | 2 | $1,775 | $3,550 |
| Arabic Copywriter | 1.5 | $1,775 | $2,663 |
| Art Director | 2 | $1,775 | $3,550 |
| Account Director | 1.5 | $1,450 | $2,175 |
| Project Manager | 1 | $1,250 | $1,250 |
| Phase Total | $32,550 | ||
Phase 3
Week 3-4
Creative Idea & Product-Level Execution
We bring the platform to life through a creative idea that translates across every piece of communication the launch requires. This is where the idea splits into the two distinct card propositions, Platinum Prepaid and World Mastercard, each calibrated to its audience segments, mindset, and role in the portfolio.
Outputs include creative direction for the hero film, social and digital formats, CRM and lifecycle communication, in-store and mall activations, and the still asset suite, giving production a clear and strategically grounded brief to execute against.
| Role | Days | Day Rate | Total |
|---|---|---|---|
| Managing Director | 1 | $2,200 | $2,200 |
| Executive Creative Director | 3.5 | $3,850 | $13,475 |
| Planning Director | 2 | $2,450 | $4,900 |
| Cultural Strategist | 1.5 | $1,675 | $2,513 |
| Copywriter | 3 | $1,775 | $5,325 |
| Arabic Copywriter | 2.5 | $1,775 | $4,438 |
| Art Director | 3 | $1,775 | $5,325 |
| Account Director | 2 | $1,450 | $2,900 |
| Project Manager | 1.5 | $1,250 | $1,875 |
| Phase Total | $42,950 | ||
Commercials
Investment Summary
Total Fee
$105,775
Calculated project value based on the scoped team allocation.
Total Team Allocation
49.5 Days
Senior strategy, creative, copy, account, and project management resource.
Revision Structure
2 + 2
Two rounds of revisions included per client presentation gate.
| Phase | Timeline | Fee |
|---|---|---|
| Communications Strategy | Week 1-2 | $30,275 |
| Brand Platform | Week 2-3 | $32,550 |
| Creative Idea & Product-Level Execution | Week 3-4 | $42,950 |
| Project Fee | 4-6 Weeks | $105,775 |
| Role | Days | Rate | Fee |
|---|---|---|---|
| Managing Director | 2 | $2,200 | $4,400 |
| Executive Creative Director | 8 | $3,850 | $30,800 |
| Planning Director | 8.5 | $2,450 | $20,825 |
| Cultural Strategist | 5 | $1,675 | $8,375 |
| Art Director | 5 | $1,775 | $8,875 |
| Copywriter | 6.5 | $1,775 | $11,538 |
| Arabic Copywriter | 4.5 | $1,775 | $7,988 |
| Account Director | 5.5 | $1,450 | $7,975 |
| Project Manager | 4 | $1,250 | $5,000 |
| Total | 49.5 | $105,775 |
Terms & Assumptions
Client Gates, Revisions & Production Scope
Presentation Gates
Client presentation gates are planned at the end of Week 2 and the end of Week 4. Each gate includes two rounds of revisions.
Additional Rounds
Additional revision rounds beyond the included allowance will be scoped and quoted separately before work proceeds.
Production Scope
Production will be scoped once the creative platform is approved and the available production budget is finalised. We will recommend the best use of budget across AI production, content creation, pop-ups, merchandising, activations, and any required asset adaptation.