Briefs fail in translation
Good ideas lose clarity as they move between stakeholders.
Edition One — Key Takeaways
One table. One conversation.
8 July 2026 · W Hotel, Palm Jumeirah, Dubai
Clients, agencies, procurement and suppliers. One table. No slides, no scripts — just the conversations the industry usually avoids.
Edition One highlight reel
Who was in the room
- Last Lap
- Dubai Autodrome
- CaB Sports
- LINKVIVA
- PRG
- Porsche Middle East
- Core Direction
- The Akkaas
- First & Ten Productions
- BE WTR
- Mercedes-Benz Cars ME
- SifNow / Stellantis
- Gates Hospitality
- JBCM Events
- Aureum Club
- Maestra
- M+C Saatchi S&E
- LEOS Entertainment
- The Talented Agency
- The Social Agency
By the numbers
- Companies
- 21
- Candid Room
- 1
- Agencies
- 10
- Suppliers
- 9
- Brands
- 7
- Venues
- 2
What surfaced
Budget needs judgement
Transparency improves viability, but creative freedom still matters.
Procurement can limit partnership
Rigid processes can weaken direct dialogue and creative fit.
Bold is requested, safe is rewarded
Innovation is encouraged, but low-risk choices often win.
Suppliers enter too late
Earlier involvement improves feasibility, budget and delivery.
AI should support, not replace
AI helps the process, but human strategy still matters.
Also heard in the room
Long-term agency relationships create faster decisions, better consistency and deeper brand understanding. Great briefs are also a shared responsibility, requiring context, feedback and collaboration from the client side.
“Better questions build better industries.”
From the room
01 / 07
Next Edition
Join the WaitlistEdition Two returns to Dubai — September 2026.