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Comms on the creative agency side provides high-level direction and inspiration for how we bring the idea to life across channels. Media agency brings their own thoughts on channels but will be more tactical/functional (I.e. we should invest in podcasts for xyz reasons) and typically not as tied to the creative idea. Process works best when comms is able to forge a decent relationship with media agency, but it’s easier said than done.
Honestly? It’s often a bunfight.