Creativi

Creativi is an Italian term used to refer to people who work in creative fields, particularly within advertising, design, media, and the arts. In Italian business and media usage, creativi often denotes members of the creative department in advertising agencies—the copywriters, art directors, and designers who develop concepts and visual identities—and can also describe freelance professionals who produce creative content.

Etymology and usage: Creativi is the masculine plural form of creativo; the feminine plural is creative. The word derives from the Italian adjective creativo, itself from Latin creare, to create. In everyday speech, creativi can refer to groups of creative professionals collectively or to individuals described as creative.

Role in advertising and media: In agencies and production environments, the creativi are responsible for concept generation, campaign messaging, copywriting, and visual direction. They work in tandem with account management and production teams to deliver campaigns, branding, and multimedia content. The term is common in Italian job titles, job ads, and discussions of creative work.

Broader context: Beyond advertising, creativi appear in industries such as film, music, fashion, digital media, and cultural institutions. The term is often used in discussions about the creative economy, talent pipelines, and the freelance nature of many creative professions. In public policy and academia, related terms include settore creativo and industrie creative, which describe the broader network of activities that rely on creative expertise.

See also: Creative industries, creative class.