Creativity can also mean new methods of presenting data such as dashboards that allow the user to drill down to the areas that THEY want and allowing them to play with the numbers as opposed to constantly churning out individual reports.

It can also be about the automation of repetitive requests that allow people to get what they need when they need it so that you can move on to working on important things.

For this to happen, you need to have backup from your boss. When your group becomes an open window that anyone can come along and throw something in, and it now becomes your problem, you quickly find yourself doing nothing but playing catch up, and never having time for anything but other people's work.