Speaker Insights from IBTM World: Part Two

Where do you get your creativity from?

‘To be successful in creativity is to have your eyes and ears open. I love sitting in the cafe, listening to people having conversations because it’s real life and you pick up how they talk, and what’s important to them.

You can use that. What excites me is doing something different. Commercial creativity is to look at what everyone else is doing and not do that. That’s the rule. We all want to stand out, which is our approach to everything we do. How does a TV ad stand out? How does an event stand out?’

Does AI mean more mediocre content?

‘AI and ChatGPT draw the average. If you ask them, they can create stunning things, but they’re an amalgamated average. AI has a role to play but I think the future masters of the universe will be people that can control it best, not be slaves to it. If you use AI to automate a task or improve an experience and put your energies into something else, that’s a good use of AI. It’s not the answer, it’s an assistant. That’s where I’d level it. AI can create useful content, but I don’t think there’s a substitute for human talent.’

Where do you see event planners as culture creators?

‘Event planners can use wherever the client is currently as a springboard. With any industry like ours or the events industry, you’re there to help make things better. Therefore, you’re creating a new culture, you’re enabling that company to grow. We shouldn’t be there just to keep the status quo. And that’s your creative solution as well. How can I make attendees feel like they’re having a real escape, or learning something from this event?’

Next, Nick Fagan, Creative Technologist at DRPG talked about innovation and what’s new in technology for the events sector.

What new technology in your view is going to be a game-changer?

‘There’s an audio technology called HOLOPLOT, which allows you to present in different languages simultaneously. It’s a total game-changer. In an audience of 50 people, I could have two people at the front hearing it in German. I could have the next row back hearing it in French and so on. It’s so good that they wouldn’t even be aware that the other people are listening in a different language. They don’t even need headphones. They just sit there and listen. Better still, it sounds crystal clear.

Finally, Carina Jandt, MD of Event Cycle discussed the Corporate Sustainability Reporting Directive, which will mandate large European companies and those organisations operating in the EU, to collect data and report on their climate and societal impact from 2024.

How will this new EU directive impact businesses?

‘Even though the directive is aimed largely at bigger organisations, because of the ripple effect, any company doing business with them, will also be impacted. Even if you are an events agency with maybe 20 people, you’ll be impacted. Some clients will need reassurance before continuing to work with you. Even during the RFP stage, you’ll need to show detailed evidence that sustainability is a core part of your operations.’

What’s your key advice for businesses right now?

‘Start thinking now about how you are going to be affected and get ahead of the game by taking action. Don’t wait to be asked by clients or by the regulator. Read through the directive and have a look at what applies to your business. Start reporting on your sustainability measures if you are not already doing so. Be as transparent as possible. Always have a look at available resources to help you.’