A brand and content workshop for ITV’s Loose Women

Client

ITV

Brief

Create a full-day offsite workshop to allow the complete team of journalists and researchers to generate a ton of new ideas, along with a much stronger ownership of content themes.

Approach

Seven separate carefully designed sessions, including one where the team were split up and told they had been hired by Amazon, Hearst, Netflix and the BBC to create a competitor to blow Loose Women out of the water.

Outcomes

Dozens of ideas were created, particularly for the shows running through the summer. Editor-in-Chief Sally Shelford said: “Such a brilliant session! The team are still talking about it and we continue to use the material to this day’.

Loose Women’s ratings are currently up 7% year-on-year.