The Creative’s Apostrophe

I spotted this earlier, in Urban Outfitters down in Brighton…



Now, if you are a group of five people, and each one is a creative, then you are creatives.

PLURAL, see.  No apostrophe.

At the time I thought it may have been the shop assistant who got it wrong… but a quick trip to their website yields this peach:

All five friends have strong visual interests that reflect within their style and idea’s

I despair, I really do.