The creative process always has two parts: concept and execution.
Some marketers become satisfied with a shiny new idea and don’t roll up their sleeves to do the hard(er) work that advances a strategy effectively. And others (just turn on your tv) offer slick production values to dress up ho-hum concepts.
An “idea” is of little or no value until it’s put into motion. And a highly-polished turd is still a turd. Generating ideas in quantity, by brainstorming or crowdsourcing, is far more popular than useful. They still must be subjected to crapsifting™, where a skilled editor can (perhaps) find a nugget to go forward with.