There has always been a tension in advertising between strategy and creative. The best creative ideas, creative people will tell you, come from coloring outside the lines. Think Different, to quote TBWA Chiat Day and Apple. The creative mind flourishes without bounds.
Strategy people like lines and organization. We love creativity, but our day job is about lines. Flexing the tension is another of our day jobs.
Both groups know there are no absolutes. I often say “Campaigns come and go, a powerful brand strategy is indelible.” That shit flies in one ear and out the other of creative people.
The best strategy, though, is tempered by great creative. And the best creative is infused with great strategy. The two create maximum advertising effectiveness and must coexist.
Le Bernardin, the NYC seafood restaurant, garners 4 Stars because of Maguy Le Coze (a neat and order freak) and Eric Ripert, creative chef par excellence.