That's a philosophical question based on whether you hold a descriptive few of language or not. "Creative" as a noun meaning content shown in a single advertis

That's a philosophical question based on whether you hold a descriptive few of language or not. "Creative" as a noun meaning content shown in a single advertisement with the plural of "creatives" is definitely in use in the places I've worked, which include a magazine/traditional publisher and a silicon valley tech company that has a large market share of the advertising industry.