Opinion

Event Factories - a Creativity Mission!

Today we can compare events to puzzles.

We present the image and concept to the client. You are asked to divide the proposal into 1,000 pieces, withdraw 500, add 50, keep the concept and budget initially presented. In short, a challenge or even a puzzle!

In most cases, this approach is based on the basic assumptions from briefings, "doing more with less", and often we only have access to these assumptions after the "dream" is presented. Most of the times, this results in doubling the effort invested in each project. First, we present the "perfect" proposal and only after this step will we think of the event adjusted to the real assumptions of the briefing, always trying to keep, or not to distort much, the initial concept "approved" by the client.

Briefings are increasingly scarce, as are opportunities to make events totally unique and distinctive. Brands and their managers lack ambition, the will to dream and to risk. It is increasingly customary to spend the day giving answers to simpler proposals, with creativity limited by budget and presentation timings and with price and logistics as the main focus. These assumptions are driving most of the events to a path where creativity becomes a secondary factor, posing a threat to the evolution of the market and events as an efficient communication tool. This reality turns event companies into "Factories" with "mass productions". “Factories" are the result of the amount of work that has to be answered in record timings, which is not necessarily negative because it shows that we continue with a market that invests and needs to invest in events. "Mass production" results from repeated use of the same type of solutions.

I believe it is our duty as event organisers to counter some of these trends and challenge customers to prioritise project originality, as creativity has to be our number one priority. This creativity may be visible either in a grand plan in an innovative set, or in small creative and differentiating notes. These little notes sometimes do not imply an additional financial investment by brands, they only mean that the brands allow the agencies to have the confidence and the necessary time that they need to be an added value for their projects.

We have been working for years on the limitations and pressures of a market haunted by financial and structural "ghosts" and yet we make it happen and we even win awards for what we do. I believe that the coming years are about change, with increased investment and confidence, and that creativity will be fundamental for brands to achieve their goals.

Miguel Perdigão
Desafio Global Team Leader

Tags: Trends, Market, Events

05-12-2017