Come together for mutual profit

I found myself nodding in agreement as I read Andrew McGuinness’s comment (MW December 4).

I believe he is right on the mark with his title comment that creativity and media should be together in a happier marriage by now and that exciting times lie ahead for the industry as a whole.

As someone who has worked in the media and marketing industry for 20 years, I felt able to understand the history he described throughout the piece and the changes in the relationships between creatives and media people.

It is also worth noting that there are similar issues in the direct marketing industry, where there hasÂbeen a similar power struggle, this time between data management and the creative side.ÂHopefully, like media and creativity, a solution will be found which is based on the common aim of creating profitable relationships with customers. After all, that is what the industry is all about.

Ian Prager

Managing partner

POEM

London SE1