"Zynga creative chief" sounds like an oxymoron.
Why all this bashing? Not creative? Back in 2009, Zynga was THE role model for basically all viral methods on Facebook platform. You didn't have to do any R&D, just check out what they were doing.
That's creative allright in my book.
"A typical scam: users are offered in game currency in exchange for filling out an IQ survey. Four simple questions are asked. The answers are irrelevant. When the user gets to the last question they are told their results will be text messaged to them. They are asked to enter in their mobile phone number, and are texted a pin code to enter on the quiz. Once they’ve done that, they’ve just subscribed to a $9.99/month subscription."
But I'd kindly direct you to The Worst Argument [1], if the implied shadiness of becoming of Zynga is the argument you're trying to do.
But, along those lines - 'creative accounting' is an example of shady practices which are very creative indeed.
Creative ways to be greedy, and creativity, are worlds apart... they might even be in different universes.