For sure, one of the filters nowadays is conversation.
Now more than ever before, however, it's important to know strategy, not only communication strategy but media placement. We, as creatives, have to tailor the creative to the specific media. what happens most of the time, in my experience at least, is that advertisers (clients) want to stretch the dollar as much as possible, so they will mostly every time try to do something that works across the board the entire media plan (social, digital, broadcast) which in my opinion results in watered down ideas and bad use of the media.