March, 2026.- In an advertising ecosystem saturated with data and obsessed with immediate ROI, a fundamental question arises: how do you quantify the value of an idea that transcends paid channels? For Andrea Siqueira, Chief Creative Officer and Partner at AMPFY, the answer lies in ROC—Return on Creativity. In this era of commodities, Siqueira argues that creativity is not just a marketing function, but the primary driver of business growth. Her approach suggests that when a brand successfully invites consumers into its own “universe,” the resulting emotional connection generates a value that no traditional advertising spend could ever buy. For Andrea, storytelling is not just about telling tales; it is about building worlds where brand identity and point of view are the true sovereigns.
In this exclusive interview with Roastbrief, Andrea Siqueira breaks down how AMPFY integrates Artificial Intelligence not as a replacement, but as a “creative amplification” that allows strategists and creatives to work with greater agility without sacrificing craft. Moving away from rigid processes, Andrea advocates for a client relationship based on active listening and, above all, mutual trust—a space where risk is encouraged in the pursuit of originality. Through her lens, we discover why in 2026 the magic of marketing still depends on the human spark, and how the intelligent use of technological tools can free up the time necessary for teams to fall back in love with the details that truly matter to the consumer.
1. Creativity as a Business Growth Driver: You’ve positioned creativity as a core business growth driver, not just a marketing function. In practical terms, how do you demonstrate to CFOs and CEOs that investment in creativity delivers measurable business returns, especially in a data-obsessed, ROI-driven market?
We often say that we believe ROC is as important as ROI, meaning that the return on Creativity is as big as the return on investment, sometimes even bigger. Because a creative idea overcomes the traditional media, it creates buzz, sparks conversations, and engages the audience beyond the paid channel. When a brand invites consumers into its world, consumers connect with its message in a way we could never afford.
2. AI as Creative Amplification: You view AI as a tool for “creative amplification” rather than replacement. Can you walk us through a real example from AMPFY’s work where AI genuinely amplified human creativity—what did the AI handle, what did your team bring, and what was the outcome?
We believe it starts with the human vision and creativity; AI amplifies, and humans refine. Our team frequently studies and updates its skills because the tools are changing pretty fast.
3. Defining Return on Creativity (ROC): You champion ROC—Return on Creativity—as a business metric. How do you define and measure it? Is it something that can be quantified in the same way as ROAS or ROMI, or does it require a different kind of business conversation with clients?
For me this question is very similar as the first one.
The main conversation with clients is based on trust. We must actively listen to them and their clients and study the cultural context in which their brands exist.
4. AI and the Creative Workflow: With AI tools rapidly evolving, how are you integrating them into AMPFY’s creative workflow? Are there specific areas where you’ve seen AI deliver efficiency without sacrificing craft, and conversely, areas where you’re deliberately keeping the human hand dominant?
We use AI extensively across many areas of the agency. It helps us summarize meetings. It helps strategists gather information more quickly and assists creatives daily.
5. The Client Conversation in 2026: Clients are navigating pressure to do more with less while still demanding breakthrough work. How are you framing the value proposition of a creative agency in this environment? What does a successful client partnership look like at AMPFY right now?
We believe that In a world full of commodities, the brand storytelling is the king.
Brands need to have a point of view, an identity, and it reflects in a brand’s world buildng.
Brands need to invite consumers into their world. The best client relationships are the ones based on trust. This doesn’t mean that agencies won’t ever fail… but if you establish a trusted relationship, agencies and brands work together to create original ideas, and that’s where the magic is.
