Is Being Creative valued anymore?

I have been a professional Graphic Designer for more years than I would like to admit. I got into this business because even as a little kid, I had the gift to draw, the gift to quickly come up with some brilliant, creative ideas and execute them on paper.

The ad/marketing agency world they always want to see your creative portfolio and I wonder why some times. More and more the work at these agencies is not creative but following a brand style guide. There is no room to be creative. Everything is spelled out from "x' space around the logo the (5) possible images you can use for variation. It's very "dry" work at times.

I was hired by an excessive creative director at one ad agency because he loved my illustrated posters. In the year I was there I did not drawing a thing, instead I had to study and be the expert on two large tech company's branding. There was no room to do any variation to the branding. 

Is it more important you know the ever-changing graphics software than coming up with an original idea? Designers now regurgitate concepts that other designers post on Pinterest and call them "mood" boards. Where is the creativity in that? Of course knowing the software you are using can broaden the possibilities for you but do you need to be a creative person to be a graphic designer? When I started in this business I assumed all designers knew how to draw. I have learned that is not the case...  

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