Creative has many forms and shapes.
When dealing with creative studios & agencies, you expect to see creative in everything they do, this is when you know you have the right people on board.
Excellent example comes from the Chicago based creative agency Segura in their great creative contract :
“You give me money, I’ll give you creative.
I’ll start when the check clears.
Time is money. More time is more money.
I’ll listen to you. You listen to me.
You tell me what you want, I’ll tell you what you need.
You want me to be on time, I want you to be on time.
What you use is yours, what you don’t is mine.
I can’t give you stuff I don’t own.
I’ll try not to be an ass, you should do the same.
If you want something that’s been done before, use that.
If you want your way, you have to pay.
If you don’t pay, I have final say.
Let’s create something great together.”
see more from Sugura here