I believe that people who decide to work in advertising enjoy the creative process, regardless of the department they work in.
A creative organization should look for ideas beyond the creative department.
Ideas could come from anywhere, even more so nowadays.
Everyone should return home feeling they had a creative day at work.
Cross Brainstorming works.
We ask people from the agency, from different departments and accounts, to present the task and to organize a brainstorming session in groups, and in less than an hour and a half, we get piles of ideas. Then the specific brand leader takes the ideas and reworks them in a smaller group. The people who participate feel rewarded, have fun, create something new and avoid paperwork.
Note: A clear brief with relevant information that could inspire, is key.