If it Doesn't Sell…David Ogilvy
Advertising legend David Ogilvy hated the word “creative” in the context of the work his firm did for clients. In Confessions of an Advertising Man he wrote, “I tell new recruits that I will not allow them to use the word creative to describe the functions they are to perform in the agency.”
The job of advertising, Ogilvy rightly maintained, was to sell the product or service. If it didn’t do that, the advertisement was a failure, no matter how “creative” any of its other attributes.