This workshop trains participants to harness both logic and magic in order to come up with ideas that answer the objectives. Since 2005, former Creative Director Janet Lee has been training people in from Marketing, Advertising and PR to generate innovative communication and branding ideas. In recent years, this technique has been taught to start ups and entrepreneurs to help them with product development.
1. Participants will understand the 5-step Ideation Process and what is required to generate ideas that answer the objectives.
2. They will learn to use the 'Brain Dump' technique to come up with unexpected ideas.
3. They will learn to seek inspiration from various sources, including customer insights.
4. Through the many brainstorming activities, they will experience a mindset shift and realise that they ARE creative.
In 2019, the 95% team flew to Jakarta to run a 2-day Idea Generation workshop for my team of 30 - 40 young creatives inside Shopee Indonesia.
The goal was simple: to do better work. I deeply believe, a pinch of creativity can spark joy that will lift the entire team’s spirit, and most importantly, bring positive business impact to our company.
During the workshop, the team went through feeling excited, feeling frustrated, and finally, they tasted the joy that was missing in our work.
Our brand team improved how they prepare their brief: they were more pragmatic, honest, accurate, and bolder (sometimes). Our creative team? We managed to win our first creative award in 2020. I’m not saying the award is always the yardstick. But for a team with mostly juniors, working mostly for tactical briefs, winning an award for work we ideated and produced ourselves feels special.
Randy Raharja, Brand Creative Lead, Shopee Malaysia
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