There is no denying the essential role of creativity in marketing. But there has been a lot of talk about the struggling health of creative shops over the last decade. Industry veterans like Martin Sorrell seem pretty convinced the future doesn't even require much of what used to define them in the past. Meanwhile, media agencies have been playing a bigger role in driving communications plans, often at a good intersection of data, media partnerships and production. But is there really a dynamic benefiting media over creative? And would that even be beneficial to our industry?