Concepting and creative development
Concepting is the job where a general AI tool helps least and a context-aware one helps most, because the constraint is not idea volume — it is whether a direction fits this brand, this audience and this budget. Multiply explores directions against the client context already loaded on the project, and generates benchmarked alternatives when a concept comes back too expensive.
The generic-output problem
Every agency now has the same tools, the same prompts and the same training data, which means the fastest route to output is also the fastest route to work that looks like everyone else’s. Push a general assistant far enough on ideation and it starts returning variations of the same idea. Meanwhile the genuinely painful moment is late: a concept the client loves comes back over budget, and the alternative has to be as good, cheaper, and ready by Thursday.
Step into 250,000 ads.
Multiply has unique access to a library of campaigns from 25 years and every corner of the world, each tagged by brand, agency, mood, awards and more.
- 250,000campaigns in the library
- 25 yearsof work, from around the world
- Taggedby brand, agency, mood, awards, market and media
Directions with the brand already in the room
The brand context is set once, not re-prompted
Brand guidelines, tone and prior work sit on the client’s workspace and steer every project underneath. Nobody pastes the brand book into a prompt, and nobody forgets to.
Explore against constraints, not in a vacuum
Directions come back framed by what the material says about the audience and the category, and each is traceable to what it drew on — which is what makes a direction defensible in an internal review rather than just interesting.
Budget alternatives in minutes
When a concept is too expensive, generating benchmarked alternatives with adjusted creative angles takes minutes rather than another round of internal meetings. This is the moment teams tell us they feel the difference most sharply.
Build the agent your creative team actually wants
Agencies build and own their own agents, tuned to how their creative process works. They are centralised, so a good one becomes the team’s rather than one person’s.
Read this one sceptically
We would rather say it plainly: concepting is the use case where AI is most oversold across this entire category, ours included. The leap is human. What a platform can honestly do is remove the retrieval around the leap, keep the brand context present without anyone re-supplying it, and make the expensive late-stage rework cheaper.
If your bottleneck really is generating more ideas rather than running the work around them, an ideation-first tool may serve you better, and we would rather you knew that before a trial than after.
Related: the product for how the pieces fit together, multi-client operations for running several of these at once, agency operations for the underlying idea, and the other use cases if concepting is not the job you want to start with.
What agencies say
“It has already had a profound effect on not only the efficiency but the efficacy of our work at Manifest.”
Hybrid × MultiplyA short film on what changed when Hybrid put Multiply to workHybridPR & communications network, Stockholm0:30 “I was able to execute a short proposal in around 30 minutes… I shared a first draft with the team and they had no notes.”
“I find that it's much better than ChatGPT. The answers are deeper and more professional.”
“That's the beauty of Multiply - being able to say what the researcher, strategist, and copywriter agents think. I think Multiply is quite useful, especially for strategists.”
“Working with Multiply has changed how we gain knowledge and insights into our clients’ markets.”
“Multiply helps us quickly identify which customers to prioritise and why. This has saved me hours of research time…”
“The platform automatically uses the relevant agents, which makes our life quite easy.”
Common questions
Bring a concept that came back over budget. That is the honest test of this one.
That is the risk with any shared model, and the reason context matters more than capability. Output steered by this client’s brand material, this agency’s frameworks and this project’s research is not the same output as a generic prompt — and the agents your team builds stay yours.
Concepting here means directions, angles and written development rather than finished visual execution. The product pages set out what each part actually does.
Usually not. Start where the work is mostly retrieval — research or pitch preparation — and come to concepting once the context is already accumulating.
Bring a concept the budget killed
Generating a benchmarked alternative live is a fairer test than any ideation demo.