Decades After Splitting, Creative and Media Agencies Want to Get Back Together

Digital is driving the reunion

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Creative and media didn’t talk nice for decades. However, the two disciplines are looking to reunite as the evolution of bundling and media strategy increasingly intermingle and jostle for relevance and priority.

As the industry evens out following a tumultuous pandemic year, media agencies are teaming up with creative agencies once again. Case in point: media company MNTN’s recent acquisition of Ryan Reynolds’ Maximum Effort, not to mention Accenture’s 2019 acquisition of Droga5. And other agencies are making sure their media and creative teams share the same space and ideas so they can work seamlessly on integrated campaigns that tie in social, connected TV and other modern mediums that require quick turnaround times.

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This story first appeared in the July 26, 2021, issue of Adweek magazine. Click here to subscribe.