The company or business’s main intention and aims have to be concretized and put in paperwork by getting all the management to discuss what they want their organization with specific and concrete. Creativity is generalizing familiar things, ideas, actions, or experiences and applying them to new situations.
Creativity involves some form of innovation: the development or at least investigation of something new, useful, original, and appropriate. You need to give your readers a reason to read your ad. Sometimes that can be achieved through a brilliant headline, and sometimes, a cute picture works wonders.