<p>This study conducts a comprehensive bibliometric analysis of 1,132 articles indexed in the Scopus database from 1978 to 2023 to examine the evolution of creative marketing strategy research. By employing Biblioshiny (R Studio) and VOSviewer, the research identifies key publication trends, influential authors, co-citation networks, and thematic developments in the field. Unlike prior work, this study is the first of its kind to apply bibliometric methods specifically to creative marketing strategies, filling a notable gap in the literature. Significant findings reveal a marked shift from traditional promotional approaches toward more innovation-driven, customer-centric, and digitally integrated marketing practices. The study highlights emerging research clusters, such as experiential marketing, digital creativity, and sustainability-driven strategies, offering a conceptual map of these shifting trends. These findings not only enhance theoretical understanding but also provide actionable insights for practitioners and researchers. Future research directions are suggested based on identified gaps, especially in the context of evolving workplace dynamics and the modern digital economy.</p>