Advertising is facing a challenge that few in the industry want to confront: most work is created to avoid failure, not to achieve meaningful success. This is the central theme in our latest conversation with Ahmed Tilly, Creative Consultant and Founder of Number 10.
Ahmed has been instrumental in shaping some of South Africa’s most iconic work, from Nando’s campaigns across 14 countries to the launch of Virgin Money, 1LifeDirect and Mazda. As Co-Chairperson of the Effie Awards South Africa (2024 and 2025), Loeries judge and Jury President of Radio in 2025, he has a rare vantage point on what truly makes advertising effective.
He explains the Effies judging process and what sets it apart from other advertising, marketing and creative industry awards.
“You can’t glance over a single case. To be fair to the work and the industry, you must be extremely thorough.”
Midway through our discussion, he reflected on something he mentioned two years ago, which is obsession with trends. “Trends are the opposite of creativity,” he says.
“In the absence of distinction, it cannot be creative. If you’re not different, you’re dead.”
His proposed remedy has become more urgent. Brands and agencies must prioritise fewer, braver, strategically sound ideas instead of producing safe, high-volume work that erodes brand value.
Conversation insights
- Most work avoids failure rather than pursuing ambitious success
- Distinctiveness remains the strongest lever for effectiveness
- Trend-following weakens creativity and long-term brand value
- Effie-winning work blends creativity with strategic rigour
- Strategy problems often masquerade as marketing problems
Watch the conversation now:
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.
The Lead Creative Podcast is available on:
Or wherever you listen to your podcasts.
Follow The Lead Creative on:
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.