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.
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.
How South Africa's robot culture drives an economy Last Thursday, at the corner of Winnie Mandela and Republic in Sandton, right across from the Pick n Pay, I watched a man without a face mime for tips. Not metaphorically. Actually, without a face. Just glasses, a fedora and a long trench coat covering what I can only assume was a talented human being perched somewhere inside. His invisible head extended from the back of the coat, with a hat balanced impossibly on a thin wire, defying physics and common sense in equal measure. Oh, the nowhere head had glasses, too. The mid-morning traffic idled. Some drivers looked bemused. Others reached for change. A few filmed it on their phones.
The case for generative AI is using it The term AI native may soon start replacing digital native for marketing and tech companies. A new digital divide is forming, one that separates those who embrace AI tools and use it for everything and those who don’t. People who understand generative AI tools have integrated it fully in their lives, for work and personal use. They don’t need to think about when and why to use genAI systems based on large language models. It’s obvious to them that these tools have already reshaped human existence and they are on board. They’re all in.
Game, set, match. Padel isn’t just the fastest-growing sport in the world. It’s the new boardroom. Recognising this shift, we are chuffed to announce the rollout of our latest out of home (OOH) campaign, conceptualised and executed in close partnership with Attacq’s Waterfall City brand team.
On 1 April 2026, Twisted Toast Digital turns 15. It’s hard for me to believe. I’m not sure why but lately both our history and future have been on my mind. We’re lucky to be busy with work from a wide and diverse client roster across many different industries. This made me think about all our various clients with whom we’re sharing our journey, as well as our agency’s ebb and flow.
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.
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.
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.
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.
