What is more important: Advertising Strategy or Creativity?

It's easy to get caught up in how cool this ad or that website would be but unless there's a skeleton in the body the flesh will fall to the floor.  Remember, that nothing happens until there's a sale and that doesn't happen in a vacuum.  Today's marketing environment is so complicated it makes the Double Helix look elementary.  Just look where you're reading these cyber missives.  In the old days (ahh!) this time would have been spent with a simple TV show and the commercials for beer and razors.  How do you work your message through the Matrix and conflagration of images the 'smarter than ever' consumer is able to filet their way through (who really doesn't FF through commercials on their DVR today?).  And, y'know what, the tapestry is only going to get more intricate so you BETTER have some idea of where you're going and what you're going to say if and when you get there.  Here endeth the lesson...