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It’s not about convincing them. Being able to concept is a muscle that you have to learn how to use. It takes longer for some people to learn how to flex that muscle, be thankful you figure it out early.
Instead of having attitude and building up resentment, maybe suggest they take concepting classes, or work with them through how you land your ideas so they start to learn how to get their way there.
Trust me they know they’re not good at concepting, and it doesn’t feel good for them. It just takes some time
Ahhhh I still have issues with this til this days even with sr ADs
It’s honestly mind blowing. 🤯
Most of my ADs weren’t strong conceptualizers. Forces you to get better. I found if I came to the party with a bunch of beginnings of ideas, they could help make them better.
I just posted about this, seems like it’s a common problem
Oh and as a copywriter I’m also partially responsible for production and post so 🤷🏻♂️
And I’m not sure what agency you work for but every script is put under a magnifying glass for me
Part of the patterns that create this issue is that often I find copywriters feel a burden to have to start with a headline exploration or need to be the one to write all the writeups for the ideas. As an art director who can concept it can be a weird line where I want to concept and write my own writeups to bring more ideas to the table, yet I can feel the anxiety that causes copywriters.
If your AD came from GD though it really is probably that they never learned the difference between conceptual creative and production creative. Maybe there are classes you can direct them to.