How do I become better at concepting?? Broad question but everyone says it’s like a muscle you use or you dont. I feel like it’s a weak area for me. I have the day to day mostly nailed down.

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Yes. Concepting’s a muscle. In pharma the extra steps make it tougher, but not impossible. Try quick idea sprints, push quantity before quality, and look outside pharma for sparks you can adapt back in. Over time, that practice makes concepting sharper.

likesmart

take a class at SVA or something to get practice in or learn exercises. build a swipe file of work you like and take the time to articulate for yourself why you like it.

also leaf through old comm arts issues or pick up ad books, eg hey whipple, advertising concept book. i have a book called “cutting edge advertising” that’s 25+ years old and nowhere near cutting edge anymore, but gets me thinking in simple tissue format.

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There's still concepting going on?

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