My opinion is that you need to be flexible and adaptable, since the needs of stakeholders are continuously changing and increasing, I would say. Being innovative means to adapt your reporting templates to each stakeholder’s needs and try to find a common language with them. I dont see a big diff between “creative” and “innovative”, but I wouldnt use the word “creative” since it takes me to the idea of “creative accounting”….which does not comply with the ethical principles of an accountant.