The Creative is only half the equation!No matter how large or seemingly sophisticated advertisers are, it never ceases to surprise me how little rigour is applied by clients in evaluating an agency's media strategy. This is particularly evident in new business pitches where the evaluation focus still seems to be disproportionately devoted to the creative work. Today, with the increased fragmentation of communication media channels the opportunity exists for more effective targeting and entrepreneurial use of digital, search marketing or ambient media for instance. There is also the opportunity (even for ACT businesses) for localised Geo-Targeting on high-profile news and entertainment properties (geo-targeted means that the ads would only be served to users with an ACT based IP address). So next time you are considering or evaluating a campaign don't forget to apply the same rigour to the media strategy as you do to the creative.