Creative and media teams are working more closely. The media team comes to the creative team much more often these days to get their opinion on specific projects, per Christine Bensen, SVP Media Strategy, iCrossing. Marc Sobier, Executive Creative Director at Y&R, agrees. He said it makes for a more cohesive campaign strategies. The more you can integrate with media planners the more the campaign becomes hard hitting. Sobier places a lot of value in planning and media departments. "The best solution comes about when we work together," he said, during the OMMA SXSW conference Saturday.