As a creative event agency, we are excited to celebrate National Creativity day. It got us thinking about how important creativity is to the success of an event. Creative event ideas are key, whether you are putting together team building activities, doing a product launch, kicking off a sales campaign or rewarding your people with a great incentive. It is creativity that will turn these abstract concepts and points on a spreadsheet into unforgettable experiences that drive attendee engagement. In that spirit we sat down with Huddle Agency’s resident event creative pro, Rod Vowell to talk about how he thinks about creativity in the events

Who are some of your creative inspirations or role models, and why? 

Esmeralda Devlin over in the UK is one that comes to mind. Her experience design is so well thought out that it feels like she has created an entire world with real depth, all based on a deep understanding of the client’s needs. I like to strive for this at our events, and its why I really try and focus on what we want the two or three words people will say when they get home are. If we can tie it all into that focused idea and meaning, then it starts to become more than just an event. 

I would also want to mention Disney, who are experts in experience and attention to detail. They are great at thinking about how all those tiny magical moments, from arrival to waiting in line to experiencing the activation, all tie in to the theme and concept. We try to bring the same commitment to a unique experience, from the moment sign up to the moment you get home, to our projects. 

Lastly, I think I find creative inspiration in the data we now have access to. Knowing the sentiment fo the audience in real time is fantastic, and it lets us adjust and modify our design lie. Knowing all that information, and being able to find the patterns, lets you understand how delegates and your design are interacting and opens up amazing opportunities. 

What is one piece of creative work (not necessarily related to event management) that has left a lasting impression on you? 

I remember EA sports activations – they used to do so many theatrical moments when launching a new video game. From bracket systems for Fight Night (boxing) which ended in two complete strangers, donning the silk robes and walking into a ring to play each other in a video game. It 

Another thing I love is the way the luxury fashion industry  is able to combine beauty and simplicity. The artistry of the most perfectly designed pieces has led me to always make sure that what I do in an event  is intentional, and designed with clear purpose.  

Can you share an example of a particularly creative event Huddle Agency has organized? What made it stand out? 

One that stands out in my mind was a luxury dinner. The elements were well curated, and fit together so well.  We made sure that each of the elements was a true experience. Even for something as simple as setting out the food, we had the  waiters entering the room and all the plates landing on the tables at the same time, and the chef coming out to sauce the dessert. We also made sure the entry and exit to the venue were elegantly done up with design touches that fit the sophistication of the evening. 

Another I recall is  a pitch for a client that was flying in a large number of guests, and they were bringing their children. We produced this idea of sending the kids a questionnaire about the things they loved and what made it feel like home for them. The idea was that we would design a space in their hotel rooms that ticked all these boxes, so they had a place to retreat to whilst mum and dad were working. 

How do you approach brainstorming and idea generation for a new project? 

It starts with the team knowing the two-three words the client or the brief wants the attendees saying when they get home, like I mentioned before. 

Then we lay out the basic parameters, time, location, demographic. All the sorts of things you would expect for event planning. From there we throw ideas out and we write them all down, so we have a master list. A really open brainstorming session is essential to make sure you are open to all the possibilities. Scavenger hunts? Wine tastings? Keynote speakers? Costume parties? Live music? At this stage, there are no bad ideas.

Then I will dig through the ideas and see which resonate with the brief, with the clients vision, and with all the other elements that need to be put in place. From there it starts to snowball, and we build out, but we also have one person in charge of making sure we are focusing on the impression we want to create in the mind of the attendee. . 

How do you handle creative blocks or moments when you feel uninspired? 

Sometimes it is hard to get started, so for me I will try a few things. The first is I give the idea to my 5.5-year-old and my 3.5-year-old at the dinner table and ask them what they would do. Once we get past Superman, Pokémon and Paw Patrol being involved they do tend to plant a seed of an idea at times. Kids are great as they have no consequential thinking, so all ideas are magical. 

The other is I will do jiu jitsu. Doing this martial art shuts the mind down to anything but the task and hand and I find that after a session, a bit like a rush of blood, an idea or at least a direction comes to mind. 

What are some common challenges you face when trying to be creative in event planning, and how do you overcome them? 

It is the fine line between budget and sustainability when trying to generate corporate event ideas. You learn to be creative to achieve the clients’ needs but the true way is to understand what the client is sometimes trying to achieve. They may have seen an idea on TikTok or Instagram they want to achieve but once you dig deeper you get to the the true essence of what they are really after. From there, you can find ways you can develop that idea to fit into the constraints. 

Finally, where do you see the role of creativity in the event management industry evolving in the next 5-10 years? 

I think the role of creativity in the event management industry will be focused on the ease of the event. Creating event experiences that are frictionless as well as engaging. As AI is set to make our lives easier, creativity will need to head in that direction as well. We are going to have to make those small event tasks almost disappear and make it so the event is almost predicting what the guests want before they even know it themselves. Creatives are going to need to understand data, patterns, futurist thinking and adaptability. All of these will be needed for the next stage of creative event design.

We couldn’t be more excited about the creative opportunities on the horizon. If you want to elevate your event program and inject some creative dynamism into your events, contact an expert at huddle today!