In this episode, creative activist and founder of Number 10 – A Creative Consultancy, Ahmed Tilly, shares why brave and provocative advertising is so important for brands. He argues that marketers who do work that doesn't stand out should be fired.

From turning 1st For Women into a household name to globalizing Nando's spicy voice, Tilly knows how to make brands unforgettable. 

He has also judged, and won, advertising and creative awards at some of the most prestigious shows including the Loeries and Cannes Lions. Tilly tells Mongezi Mtati that there is still room for brave advertising that evokes an emotional response.

Ahmed Tilly says that marketers who play it safe are missing a huge opportunity. "When you know who you are as a brand," he says, "it's easier to communicate it and for consumers to understand you."

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