Launch work
A launch is the one brief where timing decides the outcome more than casting does. This is the sequence that works in the UAE, and the briefs that go with it.
The three-week shape
Seed under embargo two to three weeks out with a small group who will actually use the product. Go wide on the launch date. Then hold back roughly a third of the budget for the seven days after — that is when branded search peaks, and it is exactly when most plans have already spent out.
Casting order matters
Book the anchor accounts first and build the roster around their available dates. Doing it the other way round is how a launch ends up with the whole roster posting within the same two hours on a Tuesday, competing with itself for the same feed.
Clear the usage rights on day one
Every asset you might want to run as paid media needs its licence agreed before the shoot, not after it performs. Re-clearing a winning launch asset in week three costs more than the original fee and takes longer than the campaign has left.