I've been working as a clerk at a hotel for the past few months. We recently received some new display materials from the main HQ. In the instructions for putting out the materials and the new promotion, it referred to the new look or new design of the displays as "our new creative." The first time I saw it, I thought it was a typo, but it referred to the design in this way a couple more times.
I've never heard of "creative" being used in this way, as a noun. I thought that it was perhaps an industry term, and my ignorance was due to my not having worked in the industry very long. The dictionary was no help; it listed "creative" as an adjective, just like I've always heard it.
Could anyone shed some light on this usage of the word? Thanks!
It appears to have started as advertising jargon. The OED gives an example dating to 1987:
Bottomline Nov. 35/1 Good creative for bank advertising is similar to any other creative.
Merriam-Webster online dates it to 1962, but doesn't provide a source.