Better briefs, better outcomes
What makes a brief useful, actionable and inspiring?
THE EXPERIENCE ECONOMY'S PRIVATE LEADERSHIP FORUM.
Invitation-only breakfast conversations for senior leaders in brands, sponsorship, experiences, events and commercial partnerships.
- One table.
- 25–40 decision-makers.
- No presentations.
- Just honest conversation.
9 JULY 2026
W HOTEL, PALM JUMEIRAH
25–40 INVITED LEADERS
BREAKFAST FORUM
Invite-only · Hosted by Last Lap Middle East
01 — One Table. One Conversation.
01/ The Room
One table.One conversation.
No stage. No audience. No exhibition. No sales pitches. Just meaningful conversation between the people shaping the future of the experience economy.
- 25–40Guests
- DubaiLocation
- InvitationOnly
- BreakfastFormat
02Who's in the room
WHO'S IN THE ROOM
The audience is the product.
01
Brand Leaders
- CMOs
- Marketing Directors
- Brand Managers
- Experience Leaders
02
Agency Leaders
- Founders
- Managing Directors
- Strategy Directors
- Creative Directors
03
Commercial Leaders
- Partnership Directors
- Sponsorship Leaders
- Business Development Directors
04
Venues & Rights Holders
- Tourism
- Sport
- Entertainment
- Attractions
- Foundations
03What we'll unpack
WHAT WE'LL UNPACK
The pitch process is broken
Is the current pitch model still fit for purpose?
From vendor to strategic partner
How agencies can move beyond execution and become true commercial partners.
Scope, speed and pressure
Managing compressed timelines, shifting approvals and last-minute changes.
Creativity versus commercial reality
Protecting bold ideas while respecting budgets, procurement and business objectives.
AI in agency-client work
Where AI can improve speed, clarity and production without replacing judgement.
04First Edition
FIRST EDITION
- Date
- Thursday, 9 July 2026
- Time
- 09:00 – 11:00
- Location
- W Hotel, Palm Jumeirah
- Guests
- 25 to 40 senior leaders
- Format
- Invite-only breakfast roundtable
- Host
- Last Lap Middle East
"
The value is in the room.
06Request Invite
Request Your Invite
Attendance is curated to maintain relevance, balance and value in the room.
Beyond the Brief is invite-only. To attend, speak or partner with the first edition in July, register your interest below.
Every request is personally reviewed.
06The Platform
BEYOND THE BREAKFAST
A long-term platform for the experience economy. Beyond the Brief grows from one breakfast into an ongoing membership for senior leaders shaping live experiences across the region.
01
Quarterly Forums
Invite-only conversations across the year, each built around a single theme.
02
Industry Reports
Original research from inside the room — published for members.
03
Podcast Series
Unfiltered conversations with the leaders defining the experience economy.
04
Private Community
A trusted network of decision-makers across brands, agencies and partners.
05
Annual Experience Economy Summit
A senior leadership forum for the people shaping the GCC experience economy.