In 2.0 of course you can simply use the distinct-values() function.
In 1.0, try
portfolio/campaign/creative/@creative_type[not(. = ../preceding::creative/@creative-type)]
or for better performance, use Muenchian grouping.
Michael Kay
http://www.saxonica.com/
Author, XSLT Programmer's Reference and XPath 2.0 Programmer's Reference