This paper investigates the methodology and processes of creative advertising in the modern age of digital marketing. The problem of this topic arises due to the extensiveness of digital marketing and the competition it creates. In order to stand out on the market, it is very important that companies think more and more creatively so that they are the ones to win over the audience, not their competition. Many times, due to the great competition, this whole process turns into a race where companies try to create the most creative design in the shortest period of time. However, the processes of creating innovative designs on the market are not simple, but the collection of information about consumer needs is much easier today due to the application of modern technologies. This paper analyzes the concept of creative advertising, through which different strategies can be implemented and explains its role in modern marketing. The importance of creative thinking as a key way to create design that will win over audiences is explained, and the invaluable importance of innovation as a way to progress is explained. It is also shown what impact the company has on the consumer due to all the ways in which personal information about the customer can be obtained, and the different ways in which this information can be used. Consumer opinions on this topic will be presented in the results of primary research (survey). Finally, two case studies were compared as an example of the application of creative thinking.