The "creative" is, well, the creative part of an ad. It's the text, images, design, etc. It's the "sexy" part of marketing, compared with all the quantitative/analytic work like segmentation, user research, pricing, etc.
I somewhat disagree with the author that the creative is everything - unless you already have all the other aspects locked on and creative is the only place for you to improve
I somewhat disagree with the author that the creative is everything - unless you already have all the other aspects locked on and creative is the only place for you to improve