The word creative we normally use it to designate that or that which has the capacity to create or that stimulates its development. My husband is so creative that he replaced the traditional irrigation of the park with a system of his creation that excellently meets the objective.
In everyday life and also in specific areas, it is common to use this term precisely to designate a person who has a special ability to solve problems or to create alternatives that facilitate the performance of certain tasks or activities.
And in the field of advertising the word creative is used to designate those professionals who are dedicated to the creation of advertisements or campaigns for a specific firm, company or brand. That is, the creative of an advertising agency is the one who provides ideas, solutions and thinks about the way, the most attractive and innovative way to sell the goods and services of its clients at the request of an advertising campaign. Juan works as a creative for my uncle's advertising agency.
Generally, in agencies, we can find two types of creatives, on the one hand, the one inclined to the graphics, which is also known as art director and on the other hand whoever writes, that is, who writes the texts. In any case and despite this distinction that we make, both of them work together and are very committed to each other in order to generate a solid campaign that clearly transmits the proposal in question, both from what is said and from the image.
Creatives usually work in a department within the advertising agency that is popularly known as Creation department, especially dedicated to producing ideas for clients. In it, the final decision is made by the creation director, who is the one who will be aware of everything that art directors, editors, sketch artists, among others, produce.
It is worth noting that the creative capacity that someone has is called creativity.
