What are Creatives?

The products of copywriters, graphic designers, and other creative advertising people are simply the people themselves. If you look at layouts or mock-ups of marketing emails, landing pages, or display ads, you are looking at creatives. These elements are designed to capture attention, convey a message, and evoke an emotional response from the audience.


Let’s say a software company is launching a new product targeting businesses. Their creatives for a B2B marketing campaign might include:

  • Visuals such as professional graphics or illustrations demonstrate the features and benefits of the software.
  • Written content like case studies, whitepapers, or blog posts that showcase how the software solves specific business challenges or improves efficiency.
  • Compelling copywriting in advertisements or email campaigns highlighting the software’s competitive pricing, scalability, and integration capabilities.
  • Infographics or videos explaining complex concepts or demonstrating the software in action.
Go back to the Marketing Glossary >>