The resume that you send to a prospective employer is your first introduction to him/her. This makes it very important to write your resume in such a way that it helps you put your best foot forward.
Your resume, or CV if you like, is the window through which any prospective employer gets a peek into your skills and capabilities. It is an advertisement (for you) that precedes you everywhere you go for an interview. It even gets to places where you are not invited (if its not attractive enough). Shouldnt you put more creativity and effort into writing a resume that is attractive, interesting and worth considering for the company?