Pack Of Ideas
A card-based ideation system that helped a sales and strategy team develop their own advertising and content ideas, so the creative team could dedicate more time to high-value briefs.
The Thinking: News Amp, part of News Corp, developed advertising and content for major clients including Cadbury, Coles, Medibank, and the Victorian Government. The sales and strategy team had about 20 members, the creative team had 6. Most incoming briefs were within reach of someone without a dedicated creative background, but there was no structure to help them get there — so everything came through creative, causing a bottleneck. Pack of Ideas changed that.
My Remit: Concept Development, Copywriting & Messaging
An end-to-end ideation toolkit, Pack Of Ideas contained instructions on to use the pack, warm-up activities to get the thinking moving, three distinct idea generation categories, and a refinement stage to turn rough material into something immediately pitchable.
To ensure the every type of brief could be answered, and that there was no user fatigue, each of the idea generation categories had multiple activities. Teams could work through them in any order and stop when they had enough material to take forward.
