"It's not creative unless it sells"
...an iconic quote from David Ogilvy, probably the greatest adman ever.
And being that advertising leans heavily on both words and imagery, you find a lot of Picassos in the business but few who know really how to sell.
They just don't get it.
Creative ideas are all very well, but they are a means to the end.
Perhaps this is a good way to measure creativity in marketing and advertising ....
Make sure the prettiness moves product otherwise, paint over it and try again.
And a good time to start Doing it Differently!