Operations is about efficiency. Advertising is about creativity along a vector of value.
Here’s what I mean. In operations, “best practices” are okay. There’s no value in doing things in a more interesting way, unless is delivers more efficiency. The function of manufacturing a widget does not improve simply because it’s a different way of doing things.
In advertising, on the other hand, doing things differently matters. It’s what sets you apart. Communication allows you to involve customers in your story. Of course, you still have to offer value, which is the gift inside the package.
In tech innovation, it’s called being different “along a vector of value.”
So if you think your advertising talent (service provider) is using gimmicks, depending solely on ROI measures and is trying to make ads that look and sound like ads (which is the very definition of “uncreative”), then maybe they’d be better off in operations than in creative.
Because these people are often much better at implementing things that work (intelligently copying things that others are doing successfully) and measuring their effectiveness than they are at getting to know the audience and capturing their imagination with a story about a relevant truth.