Advertising’s Balancing Act: The Power Struggle Between Creators and Distributors 

Creators and Distributors Vie for the Upper Hand — Again 

Just as advertising needs a medium, almost all media need advertising. And like most symbiotic relationships, there’s always a struggle for power — a “you need me more than I need you” standoff that can swing dramatically based on technology, trends, and shifting tastes. 

Today, that pendulum is swinging again. The rebalancing of power between creator and distributor is in full motion. 

A Look Back: When the Medium Ruled 

For decades, the medium was more important than the message. In early radio, stations created and read the ads themselves. Newspapers, magazines, and television dominated the marketing world and dictated how creative work was shaped. 

The Creative Revolution 

That started to change in the 1960s with the creative revolution, led by the likes of Bernbach, Ally, and McCabe. Creatives “stayed close to the brand” and thought idea first, media placement second. This shift put creative at the center of advertising. 

The Rise of the Platforms 

With the explosion of new media and technology that followed, social platforms and programmatic advertising flipped the balance again, giving distributors the upper hand: 

• Monetized Audiences: Platforms aggressively sold access to their users. 

• Targeting over Creativity: Brands focused on data, targeting, and media constructs. 

• Agency Pivot: New agencies emerged specializing in Facebook, Instagram, and other platform-specific tactics.  

• Content Mills: Creative became about volume — quick-turn content to feed the algorithm. 

The Rebalance is Here 

But the cracks are showing. Research is making it clear: creativity — emotion, humor, intelligence — is what builds brands for the long term. CMOs are realizing the risk of letting creativity sit at the bottom of the seesaw. 

Key Signals of the Shift: – Media distributors fighting hard to maintain control — a sign of a weakening grip. Brands and agencies re-investing in big creative ideas. Long-term brand building regaining priority over short-term hacks. 

What It Means for Marketers 

The rebalancing won’t happen overnight. Those who can adapt — blending smart media strategies with bold creative thinking — will thrive. 

Bottom Line: Creativity is making its comeback. The smartest brands are the ones putting great ideas back at the center and letting distribution support the story — not dictate it.