Media and creative: Siloed still, or 'no genuine divide'?

Mediaweek

Media and creative: Siloed still, or 'no genuine divide'?

Media and creative agencies work hand-in-hand to create memorable campaigns that build brands. But what goes into making these relationships work, and what makes them tense or precarious? James Dixon, Atomic 212°’s chief digital officer, told Mediaweek: “It’s certainly got better. We’re all trying to figure out what media is: paid, earned and owned, and what integration is. “The whole media landscape evolves dynamically, and seeing TikTok emerge…