Creativity can be defined as “the use of imagination or original ideas to create something”. In advertising, it is what brings meaning to brand messaging. People often think technology itself is the most important part in the tech world, but without creative there is no way to create meaningful connections with your customers. It has been said that the best way to be noticed in the midst of advertising “noise” is to be compelling. And the most compelling ads are the ones that grab and maintain your audience’s attention. The rest just get lost in the eternal abyss – the internet! Advertising without creative is like a key without a lock; one is simply not effective without the other.