Yin doesn’t mean much without a good Yang. It’s our belief that if media is an afterthought to creative, someone’s not thinking. They are two sides of a coin that can’t, and shouldn’t be, separated. Especially now, when developing tech rapidly changes the media available, and new niche audiences splinter and flourish all the time. For creatives to take full advantage of the media options out there, and for media planners to channel a brand voice so that it’s heard, media and creative should come from the same strategy. It’s our experience that success follows.