concepting
- 1The process of generating new ideas, especially in advertising and marketing campaigns.
Like an architect sketching rough designs before any blueprint is finalized.
Effective concepting drives the early stage of any advertising campaign.
The creative director walked the clients through her concepting process step by step.
Similarideation, brainstorming
Note
Agencies built this word by adding -ing straight onto the noun concept, as though concept were a verb. It names the early stage when creative teams generate and refine rough directions before any production begins. Being nonstandard and uncountable, it belongs to the studio and the pitch meeting and reads as shop talk elsewhere. In general prose, idea generation is the safer phrase.
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Origin
Formed from "concept" combined with the suffix "-ing".