Some argue that selecting the media and creating advertisements are part of the same process of producing a cost-effective campaign. Creative and media agencies rarely communicate as they should. The personalities and talents of the individuals who work in each agency are very different, which explains why they split. What does the media agency do? How do they find the target market? How do they liaise with the creative agency? The media agency has a dual role: a strategic role in planning the campaign, and a negotiating role in buying the campaign. The media agency needs to look for intelligent ways to spend the available budget.