Meet Us

Media strategy magnetizes marketing and sales strategies;

making media-led communications strategy the critical starting point for RoMI (Return on Media Investment).

At Magnetic we've developed a process that maximizes RoMI. Watch our introduction video below.


Communication Strategy

Make the magnetic connection by bringing together media and consumer insight for extended RoMI (Return on Media Investment).


Make business sense of the media landscape for media owners and brands through media sales, marketing and business development strategies.


Work towards developing new practises and changing industry norms with the purpose of stretching the media Rand.


Make measurement of media agency delivery tangible through assessment of audience exposure, with a view to optimising media strategy.


At Magnetic we optimise the use of digital tools and media to create effective marketing strategies.


We are an independent agency of executive media strategy and planning specialists with years of experience. We are led by our insight into South African media consumption, we are the magnet in corporate and consumer communications strategies. We partner with our clients to generate business value through the use of media and make business sense of media investment. We’ve built a business model capable of adapting to industry shifts and which optimises Return on Media Investment (RoMI).

Virginia Hollis


Industry Experience:

30+ years – Media Strategy, Connections Planning, Connections Architecture
1980 Complete Advertising as a Media Buyer.
1984 Lincoln Wood Benton & Bowles – Buyer & Planner
1985 The Media Business, promoted to Director in 1986
1992 FCB Global Media, the media arm of FCB South Africa, merged in 1997 with The MediaShop. Managing Director and Head of Strategy at The MediaShop until June 2012.
2012 Magnetic Connection – strategic communication company started in October 2012.

Previous Account Experience:

Coca-Cola, Famous Brands, Tsogo Sun Group, Peugeot, Porsche, SABC, and many others as Managing Director of The MediaShop. Worked with all the strategists which exposed her to most clients, plus worked on 90% of the pitches they’ve done up until March 2012. Government/Parastatal Experience – Eskom (negotiated Power Alert & other media deals), IMC and SARS Oversaw all strategies plus lead all media negotiations. SABC – worked on brand realignment, main stream advertising, trade marketing, trade exchanges, advised on channel strategy and overall company strategy.

Industry Involvement:

Currently: Chairman of SAARF (SA Audience Research Foundation)
Board Member of Loeries
Board Member of AMASA (Advertising Media Association of South Africa)
AMF Central Committee

Judged: Cannes in 2001
AdFocus judge in 2010 and 2011
Apex 2014-2016
Loeries Media Panel Chairman 2012 -2016

Chairman of AMASA (Advertising Media Association) for 3 years, active member from 1994-2004.

Accolades: Awarded “Media Legend” at the MOST awards in 2011

Trish Guilford


Industry Experience

25 years – Media Strategy, Media Analysis, Lecturer
1989 J. Walter Thompson in Client Service on the Ford account and then moved into the Media department 18 months later where she was trained as a Media Buyer
1991 Hunt Lascaris, Media Buyer and was then trained into planning
1994 Saatchi & Saatchi, Media Planner and was promoted to Group Media Head
1996 Ogilvy, Group Media Head
2000 Jupiter Drawing Room, Media Director
2001 The MediaShop, Associate Media Director
2013 Magnetic Connection

Previous Account Experience:

Better Life Group, Consol Glass, SupaQuick, Bliss Chemicals, SAGE, Scorpion Legal Protection, Hitachi, SAFRIX, Absa, Cell C, Neotel, Protec-A-Bed, Just Fun Toys, Avenge Group, BrightRock, Fraser Alexander, Oryx Energies Involved and assisted with majority of pitches at The MediaShop between 2005 and 2013.

Analysis and Sharing of Knowledge:

Generated The MediaShop’s weekly newsletter for three years, this newsletter was sent to clients. The content covered the latest and most interesting trends and facts. Managed and ran two successful client workshops each consisting of 8 lectures. The purpose was to improve client knowledge. Content covered interpreting media documents that were produced by media departments and general information on the media landscape.

Industry Involvement:

Currently: Member of the AMF (Advertising Media Forum), Consultant to AMASA committee (Advertising Media Association of South Africa) in specifically on the AAA Media Management course
Previously: Deputy Chairman of AMASA (Advertising Media Association) for 3 years, active member from 2000 – 2005. Lectured at the AMASA course at AAA school plus ran 6 very successful AMASA Weekend Workshops. Lecturer Boston Media House

Paul Clarke


Industry Experience

20 years – OOH Media Implementation; Media, Activations & Eventing, Media Sales; Township Marketing Journalist by profession
1990 FMCG, Gillette
1994 Primedia Face-to-Face focusing on township marketing and distribution. (formerly Product Marketing Services). Appointed as Sales & Marketing Director of PMS.
2008 Provantage Out of Home, General Manager Sales: Media & Activations.
2013 Whalley & Associates (Durban), Consultant plus represented Continental Outdoor Media in Durban working specifically with Agencies

Previous Account Experience:

Johnson & Johnson Baby, Pfizer, Twizza Carbonated Soft Drinks, Aquelle, Ocean Basket, Lewis Furniture, Sunfoil Oil, Sunshine D, Unilever, Europa Shoes, Intercare, Department of Science & Technology. As GM Sales at Provantage I was involved in most of the costing and strategic thinking behind proposals that were pitched to both agencies and clients direct. I have also had experience in marketing campaigns in other African countries – primarily Zimbabwe.

Industry involvement:

Currently: AMF - Executive Member OOH Committee Previously: Served on the AMASA committee for three years up until March 2014




By combining innovation, experience and business acumen we developed the Magnetic process which we apply to all of our clients.

Understanding business objectives.

Optimising your media budget.

Producing qualified leads.

Contact Us


5 Suni Place,
Riverclub, Sandton
South Africa