Three-quarters of experiential professionals 'not fulfilling creative potential'

Results from Event's exclusive creativity survey have revealed 73% of brand experience professionals feel they are not fulfilling their creative potential.

Event's survey asked more than 150 brand experience professionals about the subject of creativity
Event's survey asked more than 150 brand experience professionals about the subject of creativity

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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