Where the brief breaks
The idea is rarely the problem. Clarity is — as the brief moves between stakeholders.
EDITION ONE COMPLETE — W HOTEL, PALM JUMEIRAH
THE EXPERIENCE ECONOMY'S PRIVATE LEADERSHIP FORUM.
Beyond the Brief brings senior leaders from brands, agencies, venues, rights holders and commercial partners into one room for honest conversations about the future of experiences. Edition Two returns to W Hotel, Palm Jumeirah in September 2026.
EDITION ONE COMPLETE
W HOTEL, PALM JUMEIRAH
EDITION TWO · SEPTEMBER 2026
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.
- 30Leaders
- 25Companies
- DubaiLocation
- BreakfastFormat
Featured attendees included
- Porsche Middle East
- Mercedes-Benz Cars ME
- LEOS Entertainment
- Dubai Autodrome
- BE WTR
- LINKVIVA
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 unpack
WHAT WE UNPACK
Is the pitch model still fit for purpose?
A recurring debate the industry keeps postponing, honestly aired.
Vendor or partner?
What it actually takes to move from execution to commercial trust.
Encouraged to be bold, rewarded to play safe
The innovation paradox nobody names out loud.
When procurement meets creativity
Does the process protect value, or quietly restrict it?
AI in the room
Not whether, but how. Where it supplements the workforce — and where it shouldn't replace it.
04Next Edition
THE NEXT CONVERSATION.
- 8 July 2026
- W Hotel, Palm Jumeirah
30 leaders · 25 companies
- September 2026
- Dubai
- Venue to be announced
Invite-only · 30–40 senior leaders
"
The value is in the room.
06Register Interest
Register Your Interest
Attendance is curated to maintain relevance, balance and value in the room.
Edition One is complete. Register your interest below and we'll be in touch when invitations for the next edition open.
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
The first report, drawn from Edition One's discussions — 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.