With consumer attention in short supply amid a complex media landscape, there's an increasing case for the media and the message needing to align better to cut through. Alongside this, creative and media agencies seem to be working closer together than in recent years - in The Media Leader, creative and media heads at agency IMA-Home recently wrote that "despite decades of falling out and moving apart, the two disciplines are reconciling as creative and media strategy increasingly intermingle and jostle for relevance and priority." In this session, we'll find out: Is the need for closer creativity and media driven by changing briefs given by brands - and how must brand briefs continue to change? Are brands set up internally to bring creativity and media closer together? Whats the role of in-housing creative, and in-housing digital media? Does the agency model need to adapt to cater to new brand needs? Should media planning lead the creative ideation in advertising - or the other way round? Is the 'big idea' dead, or is there room for artistic expression and storytelling, and all of its emotional connect? In this panel we'll discuss how brands are navigating the agency ecosystem, and how agencies are adapting to meet the modern day brands needs.