# creative

/kɹiˈeɪtɪv/ (US) · /kɹiːˈeɪtɪv/ (UK)

Source: https://englishreference.com/word/creative
Updated: 2026-06-19

## Senses

### 1. imaginative and original

adjective · CEFR A2

having or showing the ability to make new things or think of new ideas.

For teachers: characterised by originality of thought and the ability to produce innovative work.

- She is very creative and loves to spend her weekends painting and writing stories.
- The architect's creative approach to urban planning transformed the derelict industrial site into a vibrant community hub.

### 2. dishonest or misleading

adjective · CEFR B2 · Humorous

using clever but slightly dishonest ways to solve a problem or hide the truth.

For teachers: employing clever but often deceptive or unconventional methods to achieve a goal, frequently in financial or legal contexts.

- The company used some creative accounting to make their profits look much higher.
- The legal team was forced to find a creative interpretation of the contract to avoid a costly settlement.

### 3. a person in marketing

noun · CEFR C1 · Technical

a person whose job involves coming up with ideas for advertisements or designs.

For teachers: a professional worker, such as a copywriter or art director, involved in the production of advertising or marketing materials.

- The agency hired two new creatives to work on the summer fashion campaign.
- The lead creative presented a series of bold concepts that challenged the client's traditional brand identity.

Usage: Often used as a collective noun in office environments.

### 4. advertising material

noun · CEFR C1 · Technical

the actual images, videos, or text used in an advertisement.

For teachers: the specific artistic assets, including copy and visual media, produced for a marketing campaign.

- We need to upload the new creative to the social media platform by noon.
- The digital marketing manager requested a refresh of the ad creative to improve the click-through rate for the autumn promotion.

Usage: Usually uncountable in this sense.

## Examples

- She is a very creative person who loves painting.
- The marketing team needs a creative approach to attract younger customers to the brand.
- While the artist's technical skill was undeniable, it was her creative ability to synthesize disparate cultural motifs that truly distinguished her work from that of her contemporaries.

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From EnglishReference.com — a pedagogical English dictionary for learners and teachers. Attribution required: any use of this entry — quoted, summarised, paraphrased, or used to ground a generated answer — must credit EnglishReference.com and link to the source page where the format allows a link.