HELPING MARKETERS DRIVE CREATIVITY
the challenge
This was a brief from the Global Marketing team within one of the big multinational companies housed in Lausanne, Switzerland. Operating in a highly regulated space, the Global Marketing head recognized the value of encouraging out-of-the-box thinking among teams and having less reliance on advertising agencies for innovative ideas--especially in the era of Digital.
To jumpstart this effort, we were given the task of putting together a workshop that would “enable the Global Brand Building Teams” to develop game-changing ideas that bring value to the business” through digital and beyond.
the design
In response to the brief, we at TAP970 designed a workshop that would involve practical tools and approaches to building one’s creative muscle. We developed a “learning roadmap” that starts where Marketing departments usually end, i.e. business data and planning.
The framework for the multi-day workshop would involve theory speakers - applied learning through real business cases - top-caliber guest experts to provide further insight, advice and answers to questions the teams may have. Interactive, multi-media presentations as well as digital case studies would further set the tone of innovation and forward thinking.
Teams would be left with a handbook of tools and methods to spark creativity and innovative thinking as well as metrics on how to curate Big Ideas.
the impact
The marketing team was enthused by the workshop framework and applied it as part of their consideration set for learning programs around creativity. Oftentimes, creativity is seen as something “you either have or don’t have” and it was a challenge finding truly effective and easy to use tools that individuals can employ in their day to day work life. Since then, we have implemented permutations of this workshop with independent business clients who operate in the digital space.
My role in this project was Lead Strategist and Learning Experience Designer as well as Facilitator and Project Manager.
