The marketing communications industry, whose most visible manifestation can be found in advertising, is closely connected to creativity—so much so, in fact, that this creativity constitutes one of its cornerstones. Within the industry itself, the cult of creativity is legitimized, reaffirmed, and maintained via various competitions, the press, and professional associations, without mentioning the discourse of agencies that put creativity at the heart of their business models, adopting it as their very purpose. Yet this...