The main focus of the article is on the fact that in the constantly changing environment of marketing; instead of placing much focus on the message factor more attention is being placed on media. It has been observed that the critical feature of creativity which has been observed to make an impact on the product’s success is receiving secondary attention. The research deals in why the marketers are less focused in the message strategies and it discusses about the value of creative advertising. This could be regarded to the fact that the market has changed and the marketing strategies also have to be changed accordingly. There are many studies conducted in the past which showed that there is a positive impact of creativity on the brands and sales of the company. There has been a shift or change in the usage of media and media strategies which might have regarded to the loss of creativity. The conclusion of this research is that there is no loss of creativity in marketing and it would remain a crucial factor in future for marketing communication. The main query with the same is whether the creativity would be able to survive as long as it is assumed or not?