Apparently, there’s a debate still going on related to how would strategy cope with creativity and viceversa. Despite the fact that creativity is much appreciated in international competitions and it seems to conquer the world, the lack of strategy might lead to the end of a long-lasting business. Strategy gives you vision and permits anticipating trends, having a management grip on certain issues, transforming crisis into opportunities. However, creativity helps PR people adjust plans when/if things go wrong. It might be the back door when you need it, to use it not to run or hide, but to gain time or to get people forget the initial track they were on.
You’ll get more interesting details about this on The Wall: http://wallblog.co.uk/2014/10/13/is-strategy-the-enemy-of-creativity/