Ok so that is probably too strong a title but its amazing how often this discord becomes apparent, and in Australia it is more apparent than anywhere! We hear more stories of eastern states based media agencies trying to own the creative and being obstructive with creative agencies to that end. There are some shining lights out there but even some Australia’s most creative digital shops will talk openly about how poor their relationships is with their media partners. This is scary beause we know how hard it is to get great digital ideas up without another barrier. Working as a full service agency we understand the pressures and also how closely the two are dependent on each other. The biggest gripe is that media agencies dont seem to be able to be creative within their own discipline.