Many from the creative agencies shifted to marketing. It was understood as a shift for green pastures. However, a shift to a media agency was never appreciated. A media agency did number crunching, used Excel and were not glamorous. Previously, creative agencies were considered to be the Brahmins of the marketing scene. However, the things are changing. Creative agencies are not associated exclusively with the stewardship of the brand. It is beneficial to focus on media business and grow it. Media agencies are now popular career choices, and more profitable than their creative counter parts. Clients now would like to interact both with the traditional and new age  mediums. Media agencies are in touch with tech companies, start ups, social media to keep pace with the changing times. It is better to explore this than to be obsessed just with the big idea. It does not mean that creative agencies can be dismissed lightly. They are islands of excellence for account management. They are essential for day-to-day business. They are better at collection from clients. They learn the lessons of story telling in a creative agency. The focus, however, is shifting to the media agencies.