MICE planners put their brains under microscope

Events industry needs more creative thinkers, new study says
Less than 40% of event planners are creative thinkers, despite the majority believing they have a creative approach to their work, according to new research that involved MICE professionals being analysed to find out which side of their brains – creative or practical – was dominant.
The research, developed by London & Partners, the UK capital’s official convention bureau, also reveals that while 53% of event professionals feel under pressure to deliver innovative events to stay at the top of the industry, less than a third of respondents say that risk-taking is encouraged by their organisation.
When questioned about how they encourage creativity, just 34% said they were allowed free time to think, and only 32% agreed that creative excellence was rewarded by their organisations.
Over 400 event planners 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. With 39% of respondents shown to be right-brain thinkers, the organisers of the study said this “highlights that global event planners must push themselves to embed creativity within their workplaces in order to deliver bold, dynamic events”.
“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,” said Tracy Halliwell, London & Partners’ director of business tourism and major events, said. “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 him, 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.
London & Partners undertook the research to mark the launch of the London Convention Bureau’s Love the Event, Love the Experience campaign.
TTG Nordic


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