Creative isn’t weird, it’s not artsy, it’s not a luxury. It’s a business strategy.
Even companies that sell CAT scan machines pay a lot of attention to creative. Creative is another word for original or innovative. It’s a strategy that stretches your dollars, and gets you to the front of the line faster. The concept of “going viral” is an example. You don’t need a bigger budget, you need bigger ideas.
Somebody produces a really good ad and pays to run it for a week on a TV station aimed at an audience of 5,000 people. It’s so creative, that it winds up on YouTube and gets watched by 5 million people. The power of creative gives you the power to leave your competition in the dust.