Founders Hadyn Townsend (chairperson and CEO), James Cloete and Gareth Lessing (creative partners) explain that this is because of the agency’s unique model, which facilitates integration in its truest sense.

Says Townsend, “In the world of advertising and marketing, everything used to sit under one roof. Over time, the super-agencies started to split apart, and once-were-departments broke away to become agencies in their own right. As the industry has evolved, and with the advent of new technologies, mediums and disciplines, this fragmentation has continued.”

The problem with this approach, Cloete observes, is that it means that clients often find themselves dealing with several communication practitioners at once – and, although each may understand and support the brand message, it’s inevitable that each will put their own filter on the Big Idea that underpins it.

The result? “Inconsistency across channels,” says Lessing. He explains further: “Your above-the-line agency might come up with an outstanding idea, and although your digital provider understands the gist of the concept, they’ll place their own spin on it. The tweak might be minor, yet it creates a disconnect within the brand campaign.”

The trio believe that they have come up with an ideal solution: Pangea Ultima functions as an ideas hub, generating creative which is then implemented by the agency’s specialist partners. This network includes the likes of Blk Ops (activations and events); Ever (digital and social), 7DKS (branded content), Pristine Moods (event production), Kavod (3D design), GGI (public relations) and Moonchild (brand strategy). Townsend likens the model to that of transport service, Uber. “While Uber owns the platform, it doesn’t own the cars that operate within the company. In the same way, we own our relationships with our clients, as well as the ideas and strategy, but we don’t own the implementation.”

The advantage is clear: across all channels, creative is constant. However, clients can look forward to expert execution by practitioners with considerable experience in their fields. “Through our model, clients work with multiple specialist suppliers, yet they enjoy the same control as if they worked with one agency partner. All of which means more consistent messaging and more simple collaborations,” says Cloete.

It’s a new way of working, and Townsend, Cloete and Lessing are the perfect team to introduce it. Individually, each has gained kudos as a heavyweight (and heavily awarded) creative; together, they are a formidable team with skills in the three core disciplines of advertising. Townsend’s background is in marketing and strategy; Cloete has distinguished himself as a copywriter, and Lessing’s experience is as an art director.

They’re looking forward to seeing a change in the way brands communicate. “There’s a lot of talk about integration, but this is the first time an agency has been structured specifically to ensure absolute seamlessness across all platforms,” Lessing observes.

Townsend agrees, concluding that this is the way of the future – and that’s what the agency’s name reflects. “Millions of years ago, the earth comprised a single super-continent called Pangea. Over time, Pangea broke apart to form the continents we know today.”

“However, the earth continues to change, and scientists believe that in millions of years, the continents will once again merge to create a single landmass called Pangea Ultima. In the same way, our agency reflects the various trends that have taken place in communications, from the breakaway of specialist boutiques to today’s accent on integration. It’s an exciting space to play in and we’re proud to be leading the way.”

For more information on Pangea Ultima, visit www.pangeaultima.co.za. Alternatively, connect with them on Facebook or on Twitter.