There’s a reason why most advertising creative development is produced by a pair working together… the visual artist and the copywriter. They work together as a team, each of them applying their particular skill set and experience, yet combining to create powerful advertising that solves a marketing challenge. So entwined are they (when gelling well of course), that it is not uncommon for them to traverse their agency careers, moving from one agency to another, as a unit. Can you imagine a scenario where instead, these two are based in different buildings and working for different companies, but on the same campaign? It’s hard to believe that the same quality of work could ensue when their interactions are by phone, email and weekly meetings. Well, that’s exactly what we have for the broader disciplines of creative and media today.