Creative

To have creative abilities or to exhibit creativity has historically been regarded in terms of Art and Literature. However, it no longer belongs exclusively to these fields. For example Science and Business – to name two – most definitely delve into this concept. For this reason, it is a concept which has unfortunately become a complex and ambiguous task to define.

It is most likely understood that the elements which define creativity boil down to imagination, innovation and sensory appeal.

In Advertising terms, the creative team of a communications agency is responsible for producing concepts and visual ideas which elicit the most relevant appeal for the particular project goals. The creativity of the concept is in successfully conveying the aims, attitudes and personality of the product - and by extension the brand and company - through its construction and execution.