Event TV: Event industry needs more creative thinkers, says report

Less than 40% of event professionals are creative, right-brained thinkers, according to a new report.

Events industry needs more creative thinkers
Events industry needs more creative thinkers

More than half (53%) feel under pressure to deliver innovative and pioneering events, according to new research by London & Partners, the official convention bureau for London, in partnership with MICEBOOK.com.

Budget limitations and time pressures are the biggest restriction to creativity.

The survey of more than 400 event planners also revealed that budget limitations and time pressures are the biggest restriction to creativity. Some 34% said they are allowed free time to think, but only 32% agreed that creative excellence is rewarded by their organisations.

Less than a third said that risk-taking is encouraged by their organisation.

The research was developed to mark the launch of the London Convention Bureau’s Love the Event, Love the Experience campaign.

On the importance of bridging the gap between rational and emotional skill-sets in event-planning, Tracy Halliwell, director of Business Tourism & Major Events at London & Partners, said: "Ours is an industry within which logic and in-depth planning are absolutely critical to successful outcomes.

"Creativity and innovation are growing ever more important as clients demand event activations that set them apart from their competitors and deliver enduring memories for consumers. The experience itself is now what drives the event, but it’s only by combining pioneering ideas with concrete solutions that we can truly surprise and delight."

More: For further research into the experiential industry, check out Event's Brand Experience Report and also our #EventCareers report: 76% of MDs are male

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