Creativity is one thing. I can churn out marketing ideas, partnerships, campaigns and concepts in my sleep (and I've got a notebook by my bed at all time) to grab ideas by the tail (See Elizabeth Gilbert's TED talk about harnessing creativity)here.
But balancing analytical research (using analytics, case studies, reports and trend data) with creative drive is crucial to implement strategy confidently, and garner the support of co-workers. The beauty of executing a plan (only the juicy stuff) is when you have research to back it up. Left brain- meet Right Brain, and spawn a beautiful love child called Brilliant Marketing Strategy.
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