Concepts, not variations. How to build a creative pipeline that keeps producing winners.
When accounts plateau, the cause is nearly always creative concentration: one concept carrying most of the spend until it fatigues.
We separate concept testing from variation testing. Concepts test a message or emotional angle. Variations test execution of a proven concept.
Run a fixed number of new concepts each sprint regardless of current performance. The pipeline is the insurance policy.
Document why each concept won or lost. Over a year, that archive becomes more valuable than any targeting setting.