Creativity is critical to effective advertising. Many brands have used creativity to build brand images with greater meaning the basic capabilities of their products. Leadership in creativity and artistry in advertising help distinguish brand leaders. Knowing how to use creativity to deliver powerful ad messages is key.

Creative Team

1. The creative team is the collection of ad agency employees who work together on behalf of a client to develop the creative concept for an ad campaign. Art direction and copy writing are the two functions that combine to form the creative team. The art direction component involves development of visual and design elements in an ad messages. Copy is the written or verbal text that indicates the features and benefits of the brand to its target market.

Creative Concept

1. The creative concept is developed by the creative team and forms the core foundation or theme for an advertising campaign. The creative concept is essentially the story behind the messages presented in an ad or series of ads. It ties together the characters and elements in advertisements to help convey a memorable and effective message that will create the desired behavioral response from the target market. Humor, drama and action are often elements of a creative concept, depending on what the company is attempting to communicate.

Creative Tension

1. In her overview of "Creative Tension" on LearningPlaceOnline.com, Lea Brandenburg explains that creative tension refers to the stress that comes when creative professionals must develop ad messages that meet or exceed their creative visions. Additionally, creative tension in advertising refers to the tension that can develop between creative professionals at an ad agency and executives with a client company that are typically concerned with dollars and may inhibit creative development.

Principles of Design

1. The principles of design are a set of commonly accepted visual guidelines that you should generally follow to have an aesthetically pleasing advertisement. Though terminology varies, the principles includes balance, hierarchy, proportion, emphasis and unity. Balance means the visual items are evenly weighted throughout the ad. Hierarchy relates to the flow of the ad and the way the reader or viewer's eye should move to uncover the story. Proportion refers to the size and impact of various element within the ad. Emphasis is used to make certain elements stand out. Unity is the generally harmony of the ad, including clear margins and use of vertical and horizontal axes.