It might just be a language barrier, but in advertising / marketing (and most design related companies) there's a job title called a Creative, which is someone

It might just be a language barrier, but in advertising / marketing (and most design related companies) there's a job title called a Creative, which is someone who does the art / design work, as opposed to account management, finance, etc. He might just be referring to people who aren't Creatives in their job title