What Creativity in Marketing Looks Like Today?

What is creative about marketing? Is it more creativity or new ideas? Is a creative marketer more like an artist or a business person? Traditionally, the term “marketing creative” has been used to describe the words and pictures that go into ad campaigns. But marketing, like other business tasks, has become more difficult and complicated. Marketers basket random need to know how to analyze data, understand how customers feel, and design products. Does the way we think about creativity in marketing need to change because of these new roles?