17.07.2017 06:39

 First published in 2015 London & Partners

Just 39 per cent of event planners are creative thinkers despite the majority believing they have a creative approach to their work, according to research by London & Partners, the official convention bureau for London.

The research, which was developed to mark the launch of the London Convention Bureau’s Love the Event, Love the Experience campaign, also reveals that while 53 per cent of event professionals feel under pressure to deliver innovative and pioneering events to stay at the forefront of the industry, less than a third of respondents say that risk taking is encouraged by their organisation. When questioned about how they foster creativity within their businesses, just 34 percent said that they were allowed free time to think, but only 32 per cent agreed that creative excellence is rewarded by their organisations.

Over 400 event planners were invited to put their brains to the test to gain insight into whether the planning of events is dominated by rational left-brained or emotional right-brained thinkers. Just under 40 per cent of respondents were shown to be right-brain thinkers, so global event planners must push themselves to embed creativity in order to deliver bold, dynamic events.

Tracy Halliwell, Director of Business Tourism & Major Events at London & Partners, underlines the importance of bridging the gap between rational and emotional skill-sets in event-planning: “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.”

Focusing on what constrains creativity within the event industry, two-thirds of those surveyed blamed lack of time with another 53 per cent blaming budget limitations.

However, three-quarters of those surveyed believe that their team members are free to deliver creative ideas and almost half said that within their businesses, ideas are not judged at an early stage

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