ARTICLES2026-04-02T09:25:49+02:00

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Nobody reads advertising. People read what interests them. Sometimes it’s an ad.

Howard Luck Gossage, also known as “The Socrates of San Francisco“. Just like some of us, he was a paddler too who once joined a friend to paddle a canoe for 1 500 miles along the Mississippi river. And he discovered the media theorist Marshall McLuhan.

We write about marketing, media, South Africa, AI, the creative life and whatever else happens to keep us up at night. These aren’t “thought leadership” pieces written to game an algorithm. They’re honest observations from people who’ve spent decades in publishing, branding and digital marketing and who still find the industry fascinating enough to have opinions worth sharing.

From the Sidelines to the Toast Table Twisted Toast was launched on 1 April 2011. Fast forward exactly 15 years and on 1 April 2026, I formally joined the team. Coincidence? Possibly. But it does feel like a slightly suspicious full-circle moment.... Read More Latest Articles Butter side up A toast to 15 years of twisted thinking On 1 April 2011, two people who had spent just over a decade publishing magazines for a living launched a digital marketing agency. No investors. No business plan worth the paper it wasn’t printed on. Just a ridiculous name, a shared belief that great content could sell anything and a stubbornness that, looking back, was probably our single greatest asset.... Read More Latest Articles Rostersmith: Intelligent Roster Scheduling, Built by Twisted Toast Digital COMING SOON We have been quietly building something we are genuinely proud of. Rostersmith is a SaaS platform purpose-built for healthcare practices that need to eliminate the pain of roster scheduling. Think pathology labs, radiology groups and multi-site medical practices - any environment where complex shift patterns, regulatory compliance and provider availability collide in ways spreadsheets were never designed to handle.... Read More Latest Articles

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The Toast’s own perspectives on brand development, communication, media trends and life in general.

May Day

14 May 2020|Posts|

Mayday, mayday – we have a problem. The world around us has gone mad! How did we get to May even? There we were in February, still basking from the afterglow of the December holidays and bam – along came March, which is now May… We’re still here, which says something.

Of Fakebook and Instafame

11 Jun 2019|Posts|

Real feelings seldom find traction on the anti-social media landscape of today. Either everything’s absolutely fabulous (“I’m sooo blessed”), or so horrifically terrible the world’s going to end. No “I’m just sommer feeling slightly blue today because I stubbed my toe a little bit and it made me remember that one fabulous holiday in Durbs when I was young and innocent”.

Celebrating Joburg’s rejuvenation

11 Jun 2019|Posts|

Recently we found ourselves on the rooftop of an old central Joburg building carefully being completely refurbished for safe and dignified modern residential living. The friendly and enthusiastic host from our client Ithemba, a shareholder in Divercity, was showing us around the impressive Jewel City precinct. We liked it so much we went back the next week too :)

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