This article addresses the critical role of creativity as a core resource in media work. Drawing on an empirical analysis, the study produces a new understanding about the significance of creativity in media organisations and their management. It identifies three critical aspects of creativity, i.e. co-operation willingness, experimental atmosphere and supportive practices, and discusses three corresponding managerial focus areas. Thus, this article offers both theoretical contributions in relation to critical creativity in media work and practical implications for managing creativity as a strategic resource in media organisations.