Findings of an exploratory qualitative study of personality characteristics observed to exist among a sample of new "advertising creatives" are presented in this paper. Subjects, 13 copywriters and art directors participating in a training program at an advertising agency with global billings of $4 billion, were interviewed in depth concerning their jobs, which they had held for periods ranging from 15 days to 2 years. Basic themes and patterns were sought in the transcribed interviews. Results indicated that the characteristics of new creatives were consistent with many of the creative personality traits described in the professional literature, including: persistence, risk-taking, competitiveness, and determination. Findings suggest that, if creative characteristics can be cultivated, then educators should incorporate creativity-enhancing exercises into their curricula. Being aware of the characteristics found in new creatives can help students assess their own potential. Students can learn that virtually all creatives competing for jobs experience a certain amount of frustration and discouragement. A description of the subjects (informants) is attached. (Contains 36 references.) (RS)