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Basically the agency plans and buys where the ads shows up so on linear, social, video etc
Deciding those placements
Creative is peanuts. Media is where the money is.
It is the same as losing an account, or is a media account something more specific?
To win the media account is to win the strategy, planning, management, buying and placement of where all the ads are going to go in every channel, (print, TV, web, social, out-of-home, etc). Creative may be where the awards are, sure, but the real money is the media, (IMHO).
Buying and planning media - no creative assignment.
Commercials, radio, magazines, billboards..