SA’s digital advertising landscape is starting to fragment in much the same way that smaller agencies in the 1990s broke away from bigger and more established operations. Badge agencies such as King James has its origins in Ogilvy Cape Town and Net#work BBDO in TBWA Hunt Lascaris. Now that pattern is repeating itself and the latest in this departure wave is a small group of "digital agency veterans" who have come together to found Hoorah, which they describe as a data-driven creative agency that aims to deliver real business value through people-based marketing. The four founders are: CEO Shaune Jordaan, co-founder of search marketing agency Synergize, which was bought out by Publicis in 2013; Jay Thomson, co-founder of Liquorice; Tamsin Kingma, who built one of the first programmatic teams in SA; and Neil Pursey, who founded digital training academy Webgrowth. They see themselves as part of the aftermath of the recent digital agency acquisition spree in SA, in which global networks...

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