This paper offers an analysis of creativity in educational discourse in England over the Labour government's three terms in office. It traces the changing definitions and uses of the term in relation to agendas about raising standards in schools, promoting the arts and cultural education, and developing entrepreneurialism. In particular, it offers an analysis of the ways that these changing definitions influenced the Creative Partnerships programme, a national initiative to encourage schools in England to work in partnership with the creative sector. (Contains 1 note.)