creative (thing)

is a term of praise much affected by the critics. It is presumably intended to mean original, or something like that, but is preferred because it is more vague and less usual (cf. seminal). It has been aptly called a 'luscious, round, meaningless word', and said to be 'so much in honour that it is the clinching term of approval from the schoolroom to the advertiser's studio'.

H.W. Fowler
A Dictionary of Modern English Usage
2nd Edition