Advertising is faced with a growing challenge, as an overwhelming volume of work continues to be created defensively. As Ahmed Tilly puts it, most campaigns today are “trying not to fail rather than trying to truly succeed.”
Ahmed’s perspective is shaped by decades of creating culturally resonant work, from Nando’s across 14 countries to brand launches for Virgin Money, 1LifeDirect and Mazda. As Effie Awards South Africa Co-Chair (2024 and 2025), Loeries judge and 2025 Radio Jury President, he’s seen effective work up close.
He describes what differentiates the Effies judging process: “You cannot glance over a case. The work deserves detail.” In the middle of our conversation, he reflected on an insight he shared two years ago, which is that the industry’s obsession with trends stunts creativity.
“Trends are completely opposed to creativity. If you’re not different, you’re dead.”
His message for brands remains consistent, and increasingly critical: invest in fewer, more distinctive ideas grounded in clear strategy, rather than flooding the market with safe work that goes unnoticed.
Conversation insights
- Fear continues to shape much of the industry’s output
- Distinctiveness is essential for effectiveness
- The Effies combine rigour with originality
- Many “marketing issues” stem from broader strategy problems
Hit play to watch the conversation:
Thank you to the Effie Awards South Africa Team for the platform and access to the industry’s leading minds.
Created in collaboration with our production partners, Soweto Media.
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