Trust me, media and creative are at their best when working together

The secret ingredient to stand-out campaigns is often collaboration between media and creative, says Chris Ebmeyer at 160/90.

The separation of media and creative functions in advertising has not benefited the elevation of creative media or media-led creative ideas.

Clients have started to see the separation of media and creative as something that isn't to their benefit and is hurting their marketing efforts, making their job harder.

Having multiple agencies (creative, media, specialized performance digital, experiential) leads to a complex scenario for clients, creating challenges in managing relationships, forming cohesive strategies, and coordinating work efficiently.

Read at The Drum