On Thursday, November 10, 2011, the 3rd floor of Gedung Galaktika that day had a different atmosphere. Since morning, some desks seemed to be empty. However, the stuff that belongs to the desk owners showed that they had already arrived. Evidently, it turned out that most of Fortune Indonesia staff working on the 3rd floor is seriously participating in the FORMAX workshop held in the boardroom of Gedung Galaktika. The FORMAX workshop was initiated by Innovation Business Development (IBD) team of Fortune Indonesia. The event was held in order that Fortuners, consisting of the creative teams to the account executive (AE), learn about what FORMAX is and how to use it. The participants of the workshop comprise all teams, ranging from Mandiri, Pegasus, Activator, to Anythink team.

FORMAX is actually a little foreign to some Fortuners engaged in the advertising field. FORMAX is a Fortune Indonesia-owned tool that is specially created to facilitate a team to devise an ad creation strategy with different time limits, which are 1 day, 3 days, or 7 days. FORMAX is useful to guide a team’s scheme of thinking to have a more structured ad concept despite the tight deadlines. What often happens in the meeting room when a team is required to make an ad concept in a very short time is that each person comes up with different ideas. Everybody shares their own idea and way of thinking which is not necessarily related to the others’ ideas. Consequently, the meeting that takes hours doesn’t lead to the expected results. This is where FORMAX plays a role. With this tool, the situation illustrated above, can be minimized and even eliminated. With FORMAX, the meeting used to last in hours will definitely generate more useful output or insight to create an ad concept.
The FORMAX workshop is planned to be conducted several times. In the workshop last Thursday, FORMAX workshop participants were divided into three teams. Each team was given a brief and asked to work on the brief by using FORMAX. According to Manda, a workshop participant from Anythink team, this event provides her with a big help to understand how to use FORMAX and how to think in a more structured way. In addition, still according to Manda, this event is exciting since she could work with other teams in Fortune Indonesia. “So fun that I’d love to have another session”, she concluded the conversation.