A brand and content workshop for ITV’s Loose Women

Client: ITV

Brief: Create a full-day offsite workshop to allow the full 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 that would blow Loose Women out of the water.

Outcomes: A ton 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.