Half Creative Strategists. Half Creative Director.
I can't help it, but I also think like a Creative Strategist. That basically means that I look at research and the marketplace in order to gain insights that allow me to have knowledgeable conversations specifically to make marketing recommendations on how, where, when and why a certain direction may be a more advantageous way to target an audience. Part of my job is also to make sure that what I create is actually seen and that means having conversations about what media, number of exposures, and budget is needed to accomplish that.
Here's what I know to be true, sometimes the placement of a message is the most creative thing an agency can do. Where as, not doing anything is probably the best thing you can do to help your competition.