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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.
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The Toast’s own perspectives on brand development, communication, media trends and life in general.
A celebration of unity and excellence
Reflections on the 2025 Waterfall City Tournament of Champions As the golden hues of late autumn bathe Jozi in warmth, we had the privilege of attending the 2025 Waterfall City Tournament of Champions, a remarkable event that transcends the boundaries of traditional golf tournaments. This Sunshine Tour event, powered by Attacq and held at the esteemed Royal Johannesburg Golf Club, was not just a display of athletic prowess but a testament to the spirit of inclusivity and unity in sport.
Remembering Barry McIlheney
Barney Tabasco lives on in our memories Barry McIlheney was one of the all-time greats of magazine publishing. Not just because of the titles he edited or the successes he racked up, there were many, but because of the way he made people feel. Warm, funny, generous and endlessly creative, Barry brought something rare and human to everything he did.
Freedom, in balance
As I reflect on April’s whirlwind of long weekends and celebrations, freedom has been front of mind. South Africa recently celebrated Freedom Day, commemorating our country’s first democratic elections on the 27th of April 1994. This year, the bonus holiday on Monday meant I could enjoy an extra-long birthday weekend off — YAY!
Reflections from Freedom Day weekend
April presented an extraordinary opportunity for a heady mix of leisure mixed with work, not just marked by a series of significant public holidays, but also for me, by unforgettable experiences in the waters around Cape Town. Freedom Day weekend specifically, provided a powerful backdrop for reflection, as I had the privilege of participating in a series of remarkable surfski paddling events.
Twisted Toast Digital is Pioneering Generative Search Optimisation (GSO) in South Africa
Twisted Toast Digital: Pioneering Generative Search Optimisation (GSO) in South Africa. In today’s rapidly evolving digital landscape, marketing agencies face an exciting challenge: adapting to the revolutionary changes brought about by generative AI search technology.
Lighten the load, turn up the toast!
Have you noticed that a quarter way through the year, less seems to be more in 2025? (Not always a good thing when it comes to things such as road maintenance, hospital funding and the like – but that’s a topic for another day). Perhaps it’s the Baader-Meinhof effect (also known as the frequency illusion) in full swing, but once I started thinking about dropping the things I don’t need in my life, the universe (and my ever-diminishing closet) began cheering me on.