A study released by the company that promotes London as an events destination has spotlighted the need for more creative thinkers in the business events industry.
Based on the understanding that humans use one side of their brain more, London & Partners has released research findings showing that less than 40 per cent of event planners who took part in the study were right-brain thinkers – those considered to be more intuitive and visually creative.
The study, carried out in partnership with micebook.com, also showed that 53 per cent of respondents feel the pressure to create innovative and original events, despite the fact that under a third feel comfortable taking risks within their organisation.
The right brain/left brain theory first came to light through the work of American neuropsychologist Roger W. Sperry, who won the Nobel Prize in 1981 for his research into the specialised functions of each cerebral hemisphere. Extraordinary experiences are key to making an impact at events, says Leonard Sommer, CEO of Sommer+Sommer, the agency behind the 30-second Brain Test which measures which side of the brain we use more.
“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,” he says.
Tracy Halliwell, Director of Business Tourism & Major Events at London & Partners, discusses why, together with thorough planning, thinking innovatively is necessary in order to push past the competition.
“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.”
London & Partners is a non-profit company operating under the Lord Mayor’s Office and backed by public and private entities. L&P also operates as London’s convention bureau.
L&P will host a creative thinking session on stand F400 at IMEX Frankfurt at 3pm on Tuesday May 19 2015.
