Industry Needs More Creative Thinkers, Per London & Partners Study

Just 39 percent of event planners are creative thinkers -- e.g., favor the right side of their brains, vs. left-brain thinkers, who typically are more more logical and analytical -- according to a survey of 400 planners. Conducted by London & Partners, the official convention bureau for London, in partnership with, the research also revealed that while 53 percent of planners feel pressure to deliver innovative and pioneering events, fewer than one-third of respondents said risk-taking is encouraged by their organizations. When asked how they foster creativity within their businesses, 34 percent said they are allowed free time to think. Fewer than one-third of those polled said creative excellence was rewarded by their organizations. According to London & Partners, the study shows that planners must push themselves to embed creativity within their workplaces in order to deliver bold, dynamic events. Tracy Halliwell, director of business tourism and major events at London & Partners, said the study 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."