Most creatives I've met function like some type of volcano. There are basically 3 different types.
One type is like a shield volcano. In a shield volcano the lava steadily flows at all times from the volcano. This type of creative will steadily give out good ideas, but the lava never builds up, so they are always just good ideas.
Then there are the cinder cone volcanoes. They violently erupt from a single opening and shoot globs of lava into the air. This type of creative is the Neil French type (before the scandal). They are very powerful and great, but they have a single style that they are known for.
There is also the third type. The strato volcanoes. They general have large build ups of gases under the thicker magma. It makes them erupt only after a tremendous ammount of pressure has built up. This type of creative will give hundreds of ok ideas until eventually the one big idea explodes out, and might change the industry.