1) The creative team for an ad campaign includes the creative director, copywriter, and art director. The copywriter is responsible for the verbal message and the art director is responsible for the nonverbal design. 2) Great advertising resonates with audiences, informs or transforms them, and is strategically relevant to the client's goals and marketing strategy. 3) The creative strategy guides the creative team and includes the problem to solve, objective, target audience, key benefits, brand personality, and any special requirements.