[NewsMaker] Grant Shippey

Grant Shippey, CEO of creative digital agency Amorphous New Media, has again assumed 100% control of his business after he and the Times Media Group (TMG) agreed to part ways. All staff have been retained. Amorphous has worked with clients from a variety of sectors - in the banking sector, on South Africa's first no-branch digital bank for Pick n Pay's Go Banking and Nedbank's design for their African internet banking offering. And with Amorphous' experience on projects for international brands, including Pepsico and British Airways, Shippey and his team intend to maintain the company's growth momentum by developing its digital publishing and native advertising offering.

Q: Why have you exited Times Media when most digital agencies are being bought up?
A: Times Media bought 50% of Amorphous seven years ago and 25% later on. We did a lot of their digital publishing for them and VIDI internet TV for the country, many nice projects. We would either have become a division building out all offerings and apps for the group or having our own clients and building and growing the business that way. The bottom line is that we couldn't sustain the business on the media work at cost. We do still support the Financial Mail on the technical side and do VIDI work. It was an amicable parting of the ways. We have a huge belief in digital and remain a digital focused agency - and now we have the creative freedom to develop our own products and services.

Q: What will your core business be going forward?
A: We have digital publishing, like Edgars Club magazine; we are looking at niches in financial services on a content marketing side, we have a product co-developed with 3 Way Marketing - a mobile insights platform so we can look at demographics and behaviour across financially active mobile users; and a 2.0 version of Hudlr, an audience mapping and geo-targeting tool in partnership with 3 Way Marketing. Then we are developing back ends for financial institutions; web apps and strategy on advertising communications.

Q: What is your main business challenge?
A: On the inward focusing side - being a new independent agency and seeking out logical and rational partners. We have been down the traditional media company route and learnt a lot of lessons. Now we need to decide how we acquire appropriately and how we look at a regional expansion into Africa. There are three or four core markets for our mobile product. And of course, deepening our relationship with existing clients.

Q: Are you excited?
A: I am excited. I started Amorphous 20 years ago. We don't have to stand in front of people any more saying, "this is the internet, I think you should be on it!" There was so much more education to do then.

Q: The biggest trend to note in the industry?
A: The gorilla that is Apple news and how the new Apple news product is going to cause disruption to the traditional publishing market and what that means for Africa.

Q: How will you make an impact?
A: We are pioneering a proper tablet and mobile advertising model. Edgars Club is our primary test buddy on how we go beyond the banner. We are using courageous high end brands and bringing them into the mobile and tablet space, which I don't think anyone has cracked at this point. Online retailers are raising their heads, but what are they actually doing for brands?

Q: What inspires you?
A: We've been bought and sold and done acquisitions. My inspiration at the end of the day is the work and the brands that want to make a tangible impact on the landscape; being pioneering; how we keep innovating; and growing as individuals and as a company.

Q: At the top of my 'bucket list' is...
A: Another 3 Star Michelin restaurant experience in Paris.