The document discusses the debate around who owns the "big idea" in advertising - the strategy team or the execution team. It notes that strategy without execution is worthless, and execution without strategy is meaningless. While agencies specialize in either tactics or strategies, the best ideas come from teams that can effectively use all media to engage audiences. In today's fragmented media landscape, integrated agencies that can deliver both strong strategy and execution are best placed to develop big ideas that can change perceptions and potentially the world.