Event's research, which surveyed more than 150 industry professionals, uncovered that the biggest barrier to creativity is shortage of time, according to 71% of respondents, while 43% cited a lack of value placed on creativity and a fifth (21%) stated an absence of rewards.
The good news is that 97% identify experiential and events as a creative sector and 92% consider themselves to be creative.
Budgets were cited as a key challenge, along with a tendency to 'play it safe', which could be why more than half (54%) said their experiential campaigns are not creative enough.
Recruitment continues to pose a problem as 43% said that it is difficult to recruit and retain creative people.
For further analysis: Special report: creativity
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