"Creative", as a noun, in this context is a very specific term from the world of advertising (where I worked for a decade), which means both the copy and the im

"Creative", as a noun, in this context is a very specific term from the world of advertising (where I worked for a decade), which means both the copy and the image/video etc. It's a shorthand term (think DSL) a bit like "code" in the world of developers, etc..