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Yes, it is, used to refer to advertising content.

I suppose it helps disambiguate that from the content around which ads appear. Beyond that, I suppose language is no less subject to fads and trends than any other realm of human endeavor.

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Referring to ad content as creative has been around since at least the days of Madison avenue ad agencies in the 1950s. I wouldn't be surprised to learn that it's usage arose concurrently with advertising.

The article refers to Disney movies as "a creative".

Oh. In that case I have no idea what they're doing, unless it's just a shibboleth synonymous with "content" as it's typically used of late.

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