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Like any elite PR firm, Ketchum tirelessly brainstorms ideas for clients that will hopefully become multimillion-dollar campaigns. But even great ideas sometimes get passed over. Ketchum's "unsold ideas" were the impetus for IdeaShop, a searchable database of Ketchum-owned creative ideas. Employees from around the world can access IdeaShop. Ideas are tagged and searchable by client industry, target audience and idea type, enabling Ketchum teams to find the most relevant ideas.
To prevent client conflicts, all ideas are edited to remove client and country-specific identifiers. All IdeaShop entries are linked to a profile of the employee who originally submitted the idea so colleagues can contact him or her. A reservation system gives users exclusive use of an idea for a set period; once the idea is sold it is removed from the database. IdeaShop was built in-house by Ketchum developers with PHP, MySQL and jQuery, and it runs on Linux.
Because anyone at Ketchum can submit an idea to IdeaShop, employees at every level can get global visibility. More than just an idea factory, IdeaShop has also succeeded in connecting employees worldwide.
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