BCW has agreed to handle PR in the US for Neom, the $500B mega-city that is the brainchild of Crown Prince Mohammed bin Salman in his bid to diversify the Kingdom's economy.

The WPP unit will tailor international press releases for the US market, distribute press releases, invite reporters to virtual press conferences and provide a daily report of Neom coverage.

BCW does not have a formal written contract with Neom Co.

It is acting under a commercial proposal for Neom prepared by ASDA’A BCW, which is based in Dubai, which called for a global seven-language communications campaign.

The proposal set forth a $1.1M push from April 29 through Oct. 6 for Neom. The US accounts for $475K of that effort.

Ruder Finn in June inked a $1.7M one-year contract to develop a website and social media campaign for Neom.

The Saudis also have Teneo working on Neom. It signed a six-month $840K contract in January to manage the communications department of Neom. That followed a $2.1M pact inked in 2019.