Creativity is a critical component in the advertising process, but it has yet to attract comparable attention in the literature. To amplify the research venue, this study reviews the findings of creativity research in advertising and explores crucial factors that may influence advertising creativity by in-depth interviews. Based on findings from the interviews, four factors were found to be directly related to advertising creativity. These factors are working environment, professional and nonprofessional knowledge, creative thinking ability and personal characteristics. Suggestions for further research and recommendations for advertising business are also offered.