When Creative and Media Are Symbiotic, the Work Thrives

In the age of AI, it’s more critical than ever that the relationship between creative and media is symbiotic from the very beginning of a campaign idea.

“It’s simple,” says Linda Cronin, EVP, global media at Monks. “We are at an age where creative and media have got to be two sides of the same coin. When you plan in silos, you immediately limit the possibilities of how your media can perform and, ultimately, what your business can achieve.”

Linda chaired the jury for London International Awards’ inaugural Creativity in Media category, which she says “recognises that reality” and understands the “fundamental truth” that efficiency is important, but effectiveness is not just about quantifying reach or output. “It’s when a touchpoint with a consumer is meaningful and engaging, that’s when media will positively hit the brand’s bottom line,” she says. In leading the jury at LIA, Linda focused on both. “Not just how a campaign drove a client's business, but what it truly means to infuse creativity into media to make that happen. It's about real impact and out-of-the-box thinking, not just spreadsheets.”

Upcoming talent – a cornerstone of LIA with its Creative Liaisons programme on-site during judging in Las Vegas – needs to understand and embrace that symbiosis, too. “That's non-negotiable,” says Linda. “Collaboration makes the work better, period. For too long, media was seen as just a delivery mechanism for a creative message. That model is broken in the age of algorithmic ad buying, fragmented media channels, and complete saturation for consumer content consumption. Moving forward, media must be viewed as an essential, strategic pillar of the creative plan from day one.”

No Grand LIA was awarded in LIA’s inaugural Creativity in Media category, but 43 statues were given out: 8 Gold, 13 Silver, and 22 Bronze, alongside 17 Finalists.

“I hope [the work] makes it undeniable that an innovative communications strategy weaves media and creative together inseparably,” says Linda. “If you have amazing creative delivered in an uninspiring or interruptive way, the message fails. If you have a brilliant media plan but the creative misses the mark, you're not actually connecting with your audience. The winning work will prove that when you have a truly symbiotic relationship and an innovative approach to planning and strategy, the creative becomes standout because of the media connection, not in spite of it.”

The best work, adds Linda, happens when there is no ‘side of the table’ between creative and media – just one integrated team working toward a shared goal from the initial brief. “As media professionals, it's incumbent upon us to be the most curious collaborators in the room. Our job is to understand the creative vision so deeply that we can enhance it and bring it to life in ways no one expected.”

Far from being a novel concept, Linda stresses that this is a principle proven time and again in her own work with global brands. “A fully integrated approach, from briefing through execution, has always driven the best business results,” she says. “When you have media, creative, data, and PR all collaborating from the start, you're not just thinking about a campaign – you're obsessing over how a human being will receive and connect with a brand's message. You're focusing on the human reaction, which is what ultimately drives action and builds brand love. The most iconic brands in the world don't just understand this, they demand it from their partners too.

Yet misconceptions persist — chief among them, that one discipline is more important than the other. “That’s just not true,” says Linda. “Think of it like any truly great partnership: you succeed by bringing your unique expertise to the table and focusing on a shared goal. The goal isn't for one team to outshine the other; it's to work together to make the final product shine brighter than either could have alone. That's how you create the very best work that drives the business forward.”

So what does that mean for the next wave of talent who are keen to push creativity in this space versus buy efficiency? “My advice is to recognise that pushing for efficiency alone will never drive lasting results,” says Linda. “Your goal should be to drive attention, not interruption. When creative and media are married from the start, the outcome is inspiration. So be the most collaborative person in the room.

“Raise your hand, ask questions, and never stop learning. Keep going, stay curious!”