Managing Director Toby Aldred hit the stage for the second time at SXSW Sydney, this time taking part in an engaging debate on creative effectiveness with Jody Elston, hosted by Nikki Taylor from Analytic Partners.

Toby, arguing on the side of maximising creative assets, landed 4 key points:

1) Compound creativity drives long-term ROI, empowering brands to deepen audience engagement and build lasting emotional resonance. It’s a principle Saatchi & Saatchi Australia exemplifies, recently recognised with two long-term effectiveness awards at the Advertising Council Australia's 2025 Effies.

2) There’s no such thing as wear out. Data from Analytic Partners reveals that only 14 of 51,000 Australian campaigns have reached wear out.

3) Bold creative works 6 times harder than rational advertising, so if budgets are tight, bold, consistent work is the safest choice. Remember the words of the Saatchi brothers to their founding clients “If you want to stand out, you can’t afford to be ignored.”

4) Find your key message, stay on message and activate your base. Make sure you have every dollar working for you, not walking from you. Data from Analytic Partners reveals consistency can drive compound returns even when your share of voice is dropping.