South Africa, Aug. 13 -- Television. Print. Radio. Maybe websites, if we were feeling futuristic.

We certainly wouldn't have predicted algorithms, influencers, creators, AI - or that people would spend more time watching strangers organise their fridges than prime-time television.

The truth is, we had no idea.

Then again, nobody did.

What we did know was that we wanted to build an agency. Not the biggest. Just one that clients genuinely enjoyed working with, where talented people could do the best work of their careers.

So, in 2005, we started Promise with no clients, no start-up capital and two computers we couldn't really afford: a state-of-the-art transparent "jelly Mac" with a front-loading CD drive, and a PC that took seven minu...