About Creative

Corporate Profile

The Worldwide Leader in Personal Entertainment

Creative is the worldwide leader in digital entertainment products. Founded in Singapore in 1981, Creative started with the vision that multimedia would revolutionise the way people interact with their PCs.

Famous for its Sound Blaster sound cards and for launching the multimedia revolution, Creative is now driving digital entertainment with cutting-edge audio solutions, premium wireless speakers, high performance earphone products and portable media devices. The company's innovative hardware, proprietary technology, applications and services enable consumers to experience high-quality digital entertainment - anytime, anywhere.

Since launching the phenomenally successful Sound Blaster sound cards and setting the de-facto standard for PC audio in 1989, Creative has been able to leverage on its leading-edge audio technology, a huge user base of 400 million, and strong brand name to expand into the exciting lifestyle Personal Digital Entertainment (PDE) market.

Creative is now well recognised as a global leader for product innovation in the audio and PDE segments, offering consumers a complete, high quality digital entertainment experience through Creative's hardware, software applications and services. Finding the perfect balance between form and function, Creative strives for every product to be a sensory feast for the eyes and ears.

Today, Creative is spearheading new product categories with its groundbreaking Sound BlasterAxx audio enhancement devices and solutions, highly-acclaimed Creative D5xm Signature Series of modular Bluetooth wireless speakers, Aurvana premium headsets, Sound Blaster wireless gaming headsets, and cross-platform Sound Blaster Recon3D for Xbox 360, Playstation 3, PC or Mac.

These products and solutions are marketed to consumers and system integrators through a worldwide distribution network that includes traditional marketing channels, original equipment manufacturers (OEMs) and the Internet.

Moving forward, Creative's mission is to expand its leadership role in the lifestyle Personal Digital Entertainment market, using groundbreaking technology and leading-edge designs for not just the technically-savvy consumers, but for everyone who enjoys entertainment. With strong focus on user-friendly interface, multiple features and cool industrial designs, the Creative brand is synonymous with lifestyle Personal Digital Entertainment.

Creative's global corporate headquarters is located in Singapore, in the heart of the Asia-Pacific region. It has regional business units in the US (Milpitas, California), Europe (Dublin, Ireland) and Asia (Singapore).

Creative is a public listed company on the main board of the Singapore Exchange (SGX) since June 1994.


Creative's Worldwide Network

Worldwide Headquarters

Creative's worldwide corporate headquarters is based in Singapore. Located within the prestigious International Business Park for high-tech industries in Singapore, Creative HQ charts the directions for product innovations, research & development, mechanical & industrial design, production planning, sales and marketing, distribution & logistics and technical support services.

Creative's sales and distribution activities are carried out through an extensive, broad-based, multi-tiered channel distribution network in more than 80 countries in North America, Europe and Asia.

Creative Labs Americas

Creative Labs, Inc., located in Milpitas, California was set up in 1988 to support sales, marketing, training and customer support organisation for Creative in the Americas.

Creative Labs Europe

Creative Labs Europe was established in 1993 to provide strategic customer support to Creative's customers in Benelux, Denmark, France, Germany, Italy, Poland, Portugal, Russia, Spain, Sweden and the UK.

Creative Labs Asia

In 1999, Creative Labs Asia was formed as the core sales and marketing channel in Asian countries namely Japan, China, Hong Kong, Taiwan, South Korea, Australia, New Zealand, India, South Africa, Malaysia, Indonesia, Thailand, Vietnam, the Philippines, Turkey and the Middle East. The Asian office comprises various divisions, such as business development, product marketing, Asian operations and customer service. These divisions optimise their expertise to collectively exercise effective competitive advantage in this booming region.