Creative as a noun?

[Englishfan]

Hi, it seems that the word creative can also be used as noun. Maybe this is a new term in online marketing? I came across the following sentence which was written by a US American marketing professional:

In addition to the multi-lingual Banners we have available in many sizes, and languages, we are now also offering a very unique creative.

So, my question is how popular is this expression? I mean, would the average native speaker know it?
Thanks in advance and Happy New Year !

[Mister Micawber]

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I think it is a typographical error (the word one being omitted). Creative is not a noun in standard English.

(The page does not seem to be carefully edited-- banners need not be capitalized and no comma should be placed after sizes.)
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_________________
Canadian-American native speaker
who teaches English for a living at Mister Micawber's
ESL cafe: Interview with Mister Micawber

[Jamie (K)]

It's definitely not a typographical error, and it's definitely not new. In the advertising and communications industry, at least in North America, but probably in other countries also, the word "creative" is often used as a noun. It is used to mean a couple of things:

1. The "creative department". This is the department of the agency where all the writers and designers work. You might hear employees say things like, "Send that memo down to creative," or, "The project is still in creative, but as soon as they finish their part of it, I'll bring it to you," or, "They're hiring a new vice president to manage creative."

2. "Creative work". This would be writing, design work, or anything that is done in the creative department. In your example, they are saying that they have people who do a good job of writing and designing the materials. You might hear people say, "We can't put together the printing estimate until we see the creative." That means they have to see what a project will look like, and how it is designed, before they can decide on the printing cost.

Generally, in advertising and marketing, you have departments called "creative" and "production". This usage of the word "creative" is not considered strange or nonstandard in the communications industry. It's a rather old usage.

[Mister Micawber]

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So, in English Fan's quotation,

[Guest]

[Jamie (K)]

Oops! I'm the "Guest" in that last post.

As I say, they mean creative work.