“Creative culture” usually shows up in pitch decks as a section about office snacks and casual Fridays. That's window dressing. The real signal is whether anyone in the building can argue an idea on its merits and have it survive contact with leadership.
Companies that produce great work treat creative judgment as infrastructure — something budgeted for, defended, and renewed. The rest treat it as ornament, the first thing trimmed when the quarter tightens.
If you want different output, change the inputs. Hire people who can defend a position. Give them the air to do it. Then watch the work stop looking like everyone else's.