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Well its quite simple. you need both.
In any sort of communication, be it among people, we need to2 things. Knowing what to say and saying it to the right people.
So for launching a campaign, we need to first understand who we are talking to and develop an appropriate message (what to say). Once we have a "great concept which is well executed" we need to communicate this to the right people. Best of the concepts delivered to the wrong poeple will not work.
Mr. Bilal Soomro just provided the perfect answer.
