How to refresh your ideation process and inspire your teams creativity

1. HOW TO REFRESH YOUR
IDEATION PROCESS AND
INSPIRE YOUR TEAMS
CREATIVITY
Laura Wilson
Senior Digital PR
Manager
THG Ingenuity

2. AGENDA
Getting creative
Sources of inspiration
What to consider
Questions to be answered
Outcome
Examples
​Summary​

3. GETTING CREATIVE
How to get inspired and be creative

4. MINDSET
PASSIVE INSPO TIME
Take in inspiration at all
times, not just in the time
period you want to come
up with ideas
Ensure you have time, you
cannot set by a couple
hours to be creative to
come up with ideas you
want to make an impact

5. MINDSET
NO SCREEN BREAKS
Take time away from your
screen when
brainstorming
Break up your brainstorming
and keep coming back over
the time period, don't just do
it all in one sitting

6. SOURCES OF
INSPIRATION
Where you can gain inspiration from

7. INSPIRATION
NEWS
COMPETITORS
TWITTER
NON-PR
CAMPAIGNS
NEWSLETTERS

8. INSPIRATION
CLIENTS
CONTENT
WEEKLY PR
PUDDING.COOL DPR PEOPLE
IT'S NICE THAT

9. WHAT TO
CONSIDER
Things to consider when creating ideas

10. CONSIDERATIONS
CLIENT
• Who are they?
• What do they want to achieve from DPR?
• What ideas have they done previously?

11. CONSIDERATIONS
NICHE
• What niche is the client in?
• How successful is that niche?
• Any niches to avoid?
• Any niches the client want to get in?

12. CONSIDERATIONS
NEWS
• What is happening in the news?
• Has the client been in the news for anything negative
previously?
• Any topical stories we can link the client and idea to?

13. QUESTIONS TO BE
ANSWERED
Ensure these are answered for new ideas

14. QUESTIONS
IDEA
• What is the idea?
• Has it been done before?

15. QUESTIONS
PURPOSE
• What is the purpose of the campaign?

16. QUESTIONS
METHODOLOGY
• What is the methodology?
• How will we do it?
• Can we get that data etc?

17. QUESTIONS
SCOPE
• Is there more than one angle?
• Does it appeal to a wider scope of publications?

18. QUESTIONS
RELEVANCY
• How is it relevant to the client?

19. OUTCOME
How the ideas changed

20. HOW THE IDEAS
LEVELED UP
• The team were putting more thought
and time into ideas
• We were coming out of ideations with
solid ideas ready to be pitched to
clients
• Better quality ideas

21. HOW THE IDEAS
LEVELED UP
• Ideas that had a wider scope and
therefore could be pitched to more
publications
• Quality of the methodology was
improved
• The links and coverage we were
achieving were better quality

22. EXAMPLES
Ideas that have come since

23. THE HISTORY OF
THE WORKPLACE -
VISUALISED
Looking at what the
most popular jobs
were over 50 years
and visualise that -
showcasing how much
the ‘average’ job has
changed - from mining
to digital jobs

24. FEMALE HEALTH
STIGMA
AT WORK
Looking at the attitudes
and how female health is
being treated in the
workplace. There is
unfortunately still a taboo
around talking about
menstrual cycle,
menopause and female
related health especially in
the workplace so this idea
was to take a deeper dive
into this.

25. BEST APPS FOR
RELATIONSHIPS
Looking at the
success rate of
different dating apps
to reveal which is the
best to get a
relationship from,
looking at how many
people are on there
and how many get
relationships

26. WHAT ARE
PEOPLE
WANTING FROM
TRAVEL?
Using pinterest data
we would see what
exactly people are
searching for when it
comes to travel and
analyse the trends –
also pulling out
moodboards of pins
used for visuals

27. WHAT FINES ARE
YOUNG PEOPLE
GETTING?
Looking into what kind of
driving fines the younger
generation are getting
and how many. Is
speeding the most
common, being on the
phone or issues with their
car. Also having a break
down for the different
areas as well to show
what is most common in
each place.

28. SUMMARY
• Get in the right mindset, don't put pressure on
yourself
• Expand your sources of inspiration, don't stick
to inside DPR
• Ensure you're considering a variety of different
points related to client, niche and news
• Check your idea can answer the questions
correctly

29. THANK YOU
Laura Wilson​
@Laurarose_PR

30. QUESTIONS?