This chapter provides insights into how people in advertising conceive of creativity so to provide non-specialists with a sense of agency perspectives, intra-agency discourses and the degree to which creativity is valued. It also provides a working overview of the numerous actors that play a role in the co-creative development of advertising. While some of the practitioners mentioned here will be very familiar to those practising or studying advertising, this chapter will help those unfamiliar with the internal workings of advertising to obtain a better sense of how central creativity is to the advertising industry. Insights into creativity in advertising are derived from a number of sources and approaches. These include having myself taught advertising and worked alongside creatives and creative directors, as well as formal interviews and informal conversations I have had with advertising practitioners. However, the scheduling of interviews into a busy working day too often leads to clichés, or the repeating of agency and trade dogma, so also consulted are books written by practitioners as these provide space for practitioners to develop their arguments, metaphors, analogies and insights on creativity. While ostensibly promotion for themselves and their agencies, the reﬂective space allotted by book-writing arguably provides a rich source of information for the researcher. Although discussion of creativity within advertising can tend towards
hyperbole, the practice of creative advertising can be read in deeply phenomenological terms, particularly those provided by Husserl, Heidegger and Merleau-Ponty. At the outset this degree of philosophical engagement may appear surprising, but certainly at the creative end of the spectrum (where awards are won by means of peer-recognition), the practice of advertising is best seen as that which reveals, highlights and intensiﬁes experiences of objects and advertising. The latter half of this chapter thus accounts for the ways in which creativity in advertising involves engaging people at an ontological level and attempts to shape new relationships, experiences, and the as suchness between people and objects they encounter.