It is somewhat of a generalization, but the creative department of an agency is usually seen by potential clients as

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The creative department plays a crucial role in an agency's ability to develop effective campaigns and produce innovative work that stands out in a crowded marketplace. As such, it is often a key factor in clients' decision-making process when selecting an agency. While perceptions of the creative team may vary, the impact of their work is not to be underestimated.

It Is Somewhat of a Generalization, but the Creative Department