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Executive Consultant: Creative Strategy & Production Leadership

ROLE, ASSIGNMENT AND OBJECTIVE

Provide strategic creative and production leadership to optimize Lenovo's FIFA World Cup sponsorship. Develop and execute a comprehensive activation strategy that aligns with Lenovo's brand vision and business objectives, ensuring impactful fan engagement and seamless execution across all phases.

Develop a comprehensive creative strategy and activation roadmap for Lenovo's sponsorship of:

• FIFA Men's World Cup 2026 (North America)
• FIFA Women's World Cup 2027 (Brazil)

These initiatives will focus on:

• Enhancing Lenovo's brand visibility and engagement through high-impact activations
• Creating meaningful fan experiences, leveraging cultural insights and local market dynamics
• Driving positive outcomes by aligning creative efforts with Lenovo's goals and its sponsorship of the FIFA World Cup

I will provide expert guidance to align brand vision with impactful activations that resonate globally and locally.

POTENTIAL ACTIVATIONS

Activation

Description

IRL Fan Activations

Engaging in-stadium and city-wide experiences

VIP & Partner Hospitality

Exclusive events for Lenovo partners & stakeholders

Content Creation

Branded storytelling, digital, and social campaigns

Talent Appearances

Celebrity and athlete collaborations

Commemorative Merchandise & Swag

Limited-edition collectibles

Street Teams & UGC Activations

Grassroots and community engagement

DELIVERABLES & TIMELINE Phase 1: Onboarding & Strategic Roadmap Development (Q1-Q3 2025 / 24 Weeks / 768 Hours)

Onboarding - Audit & Analysis

• Review FIFA agreement and Lenovo's sponsorship deliverables
• Conduct competitive benchmarking of major sponsorship activations
• Perform stakeholder interviews to align vision and expectations

Strategic Roadmap Development

• Establish Objectives, Goals, Strategy, Tactics, and Measures (OGSTM) framework
• Create RACI chart for clear role allocation
• Define workflow for approvals and decision-making
• Collaborate with Lenovo's agency partners and internal teams
• Identify and onboard new creative and production collaborators
• Develop a comprehensive creative strategy and activation roadmap
• Advance production, cascading schedule based on priority and approvals

Phase 2: Production Management & Execution (Q3 2025 - Q4 2026 / 50 weeks)

• Oversee production planning and execution with creative and production partners
• Develop a comprehensive budget and initiative-specific allocations
• Finalize creative concepts & partner selection
• Support execution leading into and through FIFA World Cup 2026

Phase 3: Expansion for FIFA Women's World Cup 2027 (Q3 2026 - Q2 2027 / 53 weeks)

• Adapt and refine strategies based on 2026 learnings
• Identify key market opportunities and cultural engagement strategies in Brazil
• Develop and execute Women's World Cup-specific activations
• Oversee production and activation for Women's World Cup

PROJECT SCOPE AND REQUIREMENTS

Project Scope

• Delivering a clear, actionable creative strategy and activation roadmap
• Aligning sponsorship activation with business goals and audience engagement
• Providing oversight and consultation through execution phases

Consultant Requirements

• Access to Lenovo's FIFA sponsorship agreement and relevant marketing materials
• Participation in key stakeholder meetings and agency collaborations
• Integration with Lenovo's internal approval and communication systems

Key Stakeholder

Role & Responsibilities

Lenovo Leadership Team

Provides strategic direction and approvals

Marketing & Sponsorship Teams

Ensures brand alignment and execution

Agency Partners

Supports creative development and execution

Production & Event Teams

Manages logistics and implementation

Isaac Ugay / Consultant

Leads strategic development, creative vision, roadmap execution and budgeting

Isaac Ugay / Sherpa Jacket Club

(Phase 2 and 3)

Leads strategic development, creative vision, roadmap execution, budgeting + Executive Creative Direction and comprehensive project management

BUDGET AND COMPENSATION

Phase

Description

Compensation Structure

Phase 1

(24 Weeks)

Onboarding Strategic Roadmap Development

Fixed project fee: $ 192,000

Based on 768 Hours x $250 hr

Phase 2

(50 weeks)

Production Management & Execution

TBD: Retainer based on team structure + scope + milestones

Phase 3:

(53 Weeks)

Expansion & Execution for Women's World Cup

Additional compensation structure based on scope

Additional Expenses

Pre-approved costs for travel, research, and production

Prepared for: Scott Strong, Lenovo Marketing

by: Isaac Ugay

Date: February 19, 2025 Executive Consultant: Creative Strategy & Production Leadership

ROLE, ASSIGNMENT AND OBJECTIVE

Provide strategic creative and production leadership to optimize Lenovo's FIFA World Cup sponsorship. Develop and execute a comprehensive activation strategy that aligns with Lenovo's brand vision and business objectives, ensuring impactful fan engagement and seamless execution across all phases.

Develop a comprehensive creative strategy and activation roadmap for Lenovo's sponsorship of:

• FIFA Men's World Cup 2026 (North America)
• FIFA Women's World Cup 2027 (Brazil)

These initiatives will focus on:

• Enhancing Lenovo's brand visibility and engagement through high-impact activations
• Creating meaningful fan experiences, leveraging cultural insights and local market dynamics
• Driving positive outcomes by aligning creative efforts with Lenovo's goals and its sponsorship of the FIFA World Cup

I will provide expert guidance to align brand vision with impactful activations that resonate globally and locally.

POTENTIAL ACTIVATIONS

Activation

Description

IRL Fan Activations

Engaging in-stadium and city-wide experiences

VIP & Partner Hospitality

Exclusive events for Lenovo partners & stakeholders

Content Creation

Branded storytelling, digital, and social campaigns

Talent Appearances

Celebrity and athlete collaborations

Commemorative Merchandise & Swag

Limited-edition collectibles

Street Teams & UGC Activations

Grassroots and community engagement

DELIVERABLES & TIMELINE Phase 1: Onboarding & Strategic Roadmap Development (Q1-Q3 2025 / 24 Weeks / 768 Hours)

Onboarding - Audit & Analysis

• Review FIFA agreement and Lenovo's sponsorship deliverables
• Conduct competitive benchmarking of major sponsorship activations
• Perform stakeholder interviews to align vision and expectations

Strategic Roadmap Development

• Establish Objectives, Goals, Strategy, Tactics, and Measures (OGSTM) framework
• Create RACI chart for clear role allocation
• Define workflow for approvals and decision-making
• Collaborate with Lenovo's agency partners and internal teams
• Identify and onboard new creative and production collaborators
• Develop a comprehensive creative strategy and activation roadmap
• Advance production, cascading schedule based on priority and approvals

Phase 2: Production Management & Execution (Q3 2025 - Q4 2026 / 50 weeks)

• Oversee production planning and execution with creative and production partners
• Develop a comprehensive budget and initiative-specific allocations
• Finalize creative concepts & partner selection
• Support execution leading into and through FIFA World Cup 2026

Phase 3: Expansion for FIFA Women's World Cup 2027 (Q3 2026 - Q2 2027 / 53 weeks)

• Adapt and refine strategies based on 2026 learnings
• Identify key market opportunities and cultural engagement strategies in Brazil
• Develop and execute Women's World Cup-specific activations
• Oversee production and activation for Women's World Cup

PROJECT SCOPE AND REQUIREMENTS

Project Scope

• Delivering a clear, actionable creative strategy and activation roadmap
• Aligning sponsorship activation with business goals and audience engagement
• Providing oversight and consultation through execution phases

Consultant Requirements

• Access to Lenovo's FIFA sponsorship agreement and relevant marketing materials
• Participation in key stakeholder meetings and agency collaborations
• Integration with Lenovo's internal approval and communication systems

Key Stakeholder

Role & Responsibilities

Lenovo Leadership Team

Provides strategic direction and approvals

Marketing & Sponsorship Teams

Ensures brand alignment and execution

Agency Partners

Supports creative development and execution

Production & Event Teams

Manages logistics and implementation

Isaac Ugay / Consultant

Leads strategic development, creative vision, roadmap execution and budgeting

Isaac Ugay / Sherpa Jacket Club

(Phase 2 and 3)

Leads strategic development, creative vision, roadmap execution, budgeting + Executive Creative Direction and comprehensive project management

BUDGET AND COMPENSATION

Phase

Description

Compensation Structure

Phase 1

(24 Weeks)

Onboarding Strategic Roadmap Development

Fixed project fee: $ 192,000

Based on 768 Hours x $250 hr

Phase 2

(50 weeks)

Production Management & Execution

TBD: Retainer based on team structure + scope + milestones

Phase 3:

(53 Weeks)

Expansion & Execution for Women's World Cup

Additional compensation structure based on scope

Additional Expenses

Pre-approved costs for travel, research, and production