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April 29, 2015

Report Examines the Creative Mindset of Event Planners

New research released today by London & Partners, the official convention bureau for London, in partnership with Micebook.com, shared some interesting insights into the event-planner mind and mindset. For example, only 39 percent of event planners are creative thinkers despite the majority believing they have a creative approach to their work.
The research, which was developed to mark the launch of the London Convention Bureau’s Love the Event, Love the Experience campaign, also found that while 53 percent of event professionals feel pressured to deliver "innovative and pioneering events" to stay at the forefront of the industry, fewer than a third of respondents say that risk-taking is encouraged by their organization. When questioned about how they foster creativity within their businesses, only 34 percent said that they were allowed free time to think, but 32 percent agreed that creative excellence is rewarded by their organizations. 

More than 400 event planners helped researchers determine whether the planning of events is dominated by rational left-brained or emotional right-brained thinkers. With fewer than 40 percent of respondents shown to be right-brain thinkers, the study highlights that global event planners must push themselves to embed creativity within their workplaces in order to deliver bold, dynamic events.
Tracy Halliwell, Director of Business Tourism & Major Events at London & Partners, underlined in a statement 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.”
The right-brain/left-brain theory originated in the work of Roger W. Sperry, who was awarded the Nobel Prize in 1981. According to his theory, each side of the brain controls different types of thinking. A person who is "left-brained" is often said to be more logical, analytical, and objective, while a person who is "right-brained" is said to be more intuitive, thoughtful, and imaginative.
Commenting on the importance of creativity to events, Leonard Sommer, Chief Creative Officer at Sommer+Sommer, the creative agency that developed the 30-Second Brain Test, says: “An event without an extraordinary experience certainly has less impact as memory systems in the brain are not fully activated. To ensure an event leaves a lasting brand impression, event planners need to incorporate unique emotional experiences, both to make them memorable and to help overarching messages resonate”.
Focusing on what constrains creativity within the event industry, two-thirds of those surveyed blamed lack of time with another 53 percent 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.
Inspired by the fact that event planners need to combine both left and right-brain thinking to do their job effectively, London & Partners developed the Love the Event, Love the Experience campaign. It is based on the insight that many of the top 50 convention bureaus focus on the rational benefits of hosting an event within their destination, and that few genuinely promote the emotional, creative aspect.
London & Partners will host a Creative Thinking session on stand F400 at IMEX Frankfurt at 3pm on Tuesday May 19.
Take the 30-Second Brain Test and watch a short campaign film showcasing London’s event offer at conventionbureau.london/love-the-event.

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