[shortformblog]

I work in marketing, "creative" is used for pretty much any kind of ad/marketing product while in the production process. No negative about it. It's like "hed" or "lede" in the journalism world.

[logicallee]

can you use it in a few very typical sentences, that aren't odd at all in your world?

[cbr]

"That creative hasn't been performing well, regardless of channel."

"Our creative review process is taking too long."

"Can you pull all the ads for that creative?"

"How good the creative is matters a lot more than how you deliver it."

(I haven't worked in ads since 2012, though, so my memory of the jargon may be off.)

[logicallee]

Thanks. So what is the meaning of your third example? It's distinct from "Can you pull that creative"? In other words what is an "ad for a creative", as that is your third sentence?

The others are clear.

[cbr]

"Can you pull that creative?" would mean basically the same thing, and is probably what someone would say. I included "ads for" to try and clarify that the actual things you're taking down are the ads.

[logicallee]

thanks

[shortformblog]

"We have to work on the creatives to show to the client next week."

[logicallee]

would you be equally likely to utter,

"We have to work on the creatives to show to the client next week."

and

"We have to work on the ads to show to the client next week."

(in the way that a programmer could just as easily write, "I have to make some changes to the code" and "I have to make some changes to the program.")

? If, however, you're not equally likely, is it because the second one has some different meaning? What is that different meaning?

[shortformblog]

Every industry has its own jargon. This is the marketing industry's. Instead of trying to find meaning in it, just accept that this is how it's explained in the industry.

This is way less awful than KPIs, by the way.

[logicallee]

Oh, I'm just asking whether you never say "ads" at all? (Just like a programmer wouldn't use the term, say, "Electronic computer program." Like a programmer wouldn't say to another programmer, "I just have to write a quick electronic computer program".) You guys didn't use "ads" at all? Or did you use them interchangeably?

[shortformblog]

The thing is, though, "creatives" don't always mean "ads" in this sector. "Creatives" can mean articles, or infographics, or illustrations. It basically draws attention to the fact that an "idea person" created the item. Limiting it to "ads" is a very narrow definition.

You're overthinking it. It's not akin to saying "electronic computer program"; it's akin to a programmer saying "code" as opposed to "software" or "an app." It's a building block, just as a piece of software often requires front-end and back-end development, the "ad" is in reference to both the creative element on its own and the mechanism that puts it there.