What to decide first
Define one primary objective, a specific audience in Saudi Arabia, the message, the required assets, the channels, the languages, the timing and the budget range. Name the person who approves the work. These decisions give an agency enough context to propose a relevant scope.
1. Decide what the campaign should change
Choose the main action or understanding you want to create: introduce a collection, explain a brand, attract enquiries or bring an event to a wider audience. A campaign can support several goals, but its primary objective should guide the creative direction and the measurement.
Describe the audience more precisely than ‘Saudi consumers’. State the relevant location, language, interests and relationship with your brand. If you do not have audience research, identify that as a question for the strategy stage instead of treating an assumption as a finding.
2. Give the creative team the local context
Explain why the idea matters to this audience and what must remain recognisable about the brand. Include approved references, product information and any subjects or visual approaches that need particular care.
Decide whether the work needs Arabic, English or both. Name who will review the language and cultural references, and allow that review to shape the concept before filming or design begins. If a launch is linked to a seasonal moment or event, include the relevant dates and how the brand connects to it.
3. Specify the assets and where they will appear
List deliverables by format and channel. ‘A campaign video’ leaves important questions open: is it a horizontal brand film, a vertical social edit, a subtitled interview or several versions? State the duration, aspect ratio, language versions and number of assets wherever you already know them.
A clearly labelled planning example might be one 60-second film, three vertical edits, a selection of still photographs and Arabic and English captions. This is an example of a scope, not a standard LAREINE Arabia package. The final mix should follow your objective and available budget.
- Strategy and creative direction: audience, message, concept and references.
- Production: locations, talent, photography, filming and post-production.
- Distribution: publishing responsibilities, channels and any separately agreed paid activity.
- Website destination: the page, language and enquiry route a visitor reaches after the campaign.
4. Plan approvals, access and usage together
Work backwards from the publication date. Include the creative review, practical arrangements, production, editing, language review and final approval. State which dates are fixed and which can move. Availability and access need to be confirmed before a production schedule becomes a commitment.
Name one lead contact and the people who approve brand, language and final assets. Set out the intended channels, territory and usage period, along with any proposed paid promotion or reuse. Assign responsibility for checking permissions, clearances and project-specific requirements with the appropriate parties.
5. Agree how the result will be assessed
Match the review to the objective. A content launch may focus on reach and viewing; an enquiry campaign may focus on relevant visits and qualified contacts where measurement is available. Agree the data source, reporting period and who can access the information.
Keep production fees, talent, usage, travel and any media budget visible in the discussion. Sharing a budget range helps the team prioritise the assets that matter. Ask the proposal to state what is included, how revisions work and which decisions could change the price or schedule.
Your brief outline
- Brand and project
- Primary objective
- Audience and location in Saudi Arabia
- Main message and approved references
- Arabic, English or both; language reviewer
- Deliverables: quantities, durations, formats and versions
- Channels and website destination
- Locations, access and proposed talent
- Publication date and approval milestones
- Intended use: channels, territory and period
- Budget range and separately allocated media budget
- Measurement and available data
- Lead contact and final approver
Send your outline with existing brand materials and public reference links. LAREINE Arabia can connect cultural consulting, strategy, content, production and digital work around the agreed brief.