Articles
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Nobody reads advertising. People read what interests them. Sometimes it’s an ad.
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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.
RECENT ARTCLES
The Toast’s own perspectives on brand development, communication, media trends and life in general.
An ode to a friend
More than a decade ago, we had the privilege of meeting Zahn Hulme, executive trustee of Atterbury Trust and head of brand marketing at Atterbury Group, to discuss how our agency could assist with content marketing. What started out as a business relationship soon evolved into a deep and treasured friendship. And it all revolves around the simple, yet profound sentiment inherent in the Afrikaans word omgee.
What’s in a name?
We often get asked the same question: “So where did the name Twisted Toast come from?” The short answer? Breakfast. But not just any breakfast. This was no Wimpy fry-up or standard hotel buffet. Many moons ago, Louis and I were at a company conference with our team from UCM (UpperCase Media, the joint venture where we published FHM and heat magazine for Media24 and Emap). The venue? A tiny boutique escape in the KwaZulu-Natal Midlands called Cleopatra Mountain Farmhouse.
New tricks
Let me be clear about one thing upfront: I never set out to be a pop star. Fantasised about it, yes. Usually somewhere between my tenth beer and the closing credits of The Commitments. But I’ve never had the cheekbones, the hair, or the pelvic thrust for it. I'm an ad copywriter. Have been for 40-odd years. My job has always been to write for others. BMW’s “mouse the steering wheel” commercial, Dell, Breweries, FHM, banks, you get the picture.
Same old, same old doesn’t work
A recent Forbes article by an agency contributor got me thinking again about something we encounter daily at Twisted Toast. The real differentiator for modern brands isn’t better tech, slicker automation or even access to more data. It’s creative energy. Not the abstract kind, but strategic, intentional creativity that connects emotionally and builds long-term brand value.
A decade of growth and evolution
Ten years ago, I walked into Twisted Toast convinced great design was about bold ideas and a strong creative vision. I was wrong, gloriously so. What I’ve learned since is that the true power in design lies in empathy, humility and listening. On 1 September, I mark a decade with this remarkable agency. I started with hope and a fair amount of nervous energy, unaware of just how profoundly my view of design, business and life would shift. These lessons haven’t just shaped my work, they’ve changed me.
The timeless power of minimalist design
In more than twenty years working across the shifting sands of design trends, one truth remains constant: Minimalist design is not a passing phase. It is a purposeful philosophy. For premium brands that understand the value of clarity, consistency and restraint, minimalism continues to offer a powerful advantage.