This study aims to present the properties and roles, the prospect of the advertising creativity in new media environments. Depth-interviews are conducted toward present creative directors and other advertising experts. Results are as follows. First, advertising is generally deemed as a problem-solver, which means creativity is regarded in more macroscopic views and aim-oriented concept than ever before. Second, both social issue advertising creativity, as one of specific creative approaches, and unconventional ways are evaluated valid direction in perspective of advertising effectiveness. Third, levels of creativity are often intentionally modulated according to the budgets. Fourth, advertising creativity can be ultimately dedicated to the profits of clients, and accordingly its role is anticipated positive. Advertising creativity should be proposed as a solution, and education and labor conditions of creative persons should be supported properly, in terms of both advertising industries and advertising agencies. Overall, creativity is a major method of solution and, thus, more investment is needed for its development.