Examples include books, songs, logos, works of art, software, blueprints, and also more intangible items such as strategic methodologies.
Note: If the adjective "creative" being used here traditionally means something like involving original thought, showing imagination or tending to stimulate the imagination, then many "creative assets" may be more assets than creative. The key in any case is that product can owned, bought, sold, loaned and so forth according to a legal regime, and thus has commercial value. The word "creative" indicates the legal regime: that established by intellectual property laws.
Context (CDIP/12/INF/3, Annex):
At the point of completion, a film’s economic value in the international marketplace is real only to the extent that the range of IP [intellectual property] rights which enter into it have been cleared acquired and consolidated in the producer and/or his/her appointed commercial representative. The contractual paper trail evidencing this consolidation is referred to as “chain of title” and it is essential for anyone laying claim to control over the film to be able to produce such legal evidence. Without it, the film disintegrates as a creative asset and commercial exploitation may not take place under normal circumstances.
Often seen in plural: creative assets