Meet this week’s #AbsaSmallBizFriday featured business – Hook, Line & Sinker.
Hook, Line & Sinker is an award-winning digital agency that helps brands find the right hook and deliver the ultimate campaign sinker. They provide public relations, marketing, advertising and social media in a fun and integrated approach to some of the world’s biggest power brands across Africa, the Middle East, Europe and the USA. But where did it all begin?
In 2016, Adam Hunter moved to Cape Town for a job at a prestigious public relations (PR) firm. After eight months, he was retrenched due to the agency’s closure, leaving him in debt and struggling for work. Leveraging strong client relationships, he secured SAP Global as a consulting client. With just R7,000 from a leave payout, he bought a basic laptop that would support his career for five years. Over three years, he expanded SAP’s reach across Africa, the Middle East, Europe, and America, managing 16 global market units.
In 2019, Adam officially registered Hook, Line & Sinker (HLS), combining PR, marketing, content, and social media to reinvigorate the PR industry. Despite the challenges of COVID-19, HLS quadrupled its revenue as they seized opportunities in tech and digital services. During this time, HLS partnered with global tech giants such as IBM, Microsoft, Facebook, and the United Nations.
Their success during COVID came from their ability to adapt to industry changes, particularly the decline of traditional media and the rise of digital communications. From 2020 to 2021, HLS experienced rapid growth, winning awards and expanding their team.
However, post-COVID, the global tech industry faced budget cuts and restructuring, leading HLS to pivot. They expanded into consumer brands, securing clients like Radisson Hotel Group, Luxity, and MCQP Events. This shift allowed them to sustain their growth even as tech clients reduced spending.
By 2024, HLS had grown into a R10 million revenue business, achieving over 25% year-on-year growth. Now, with 14 staff members, 22 global clients, and an office in Cape Town’s CBD, they continue to provide innovative, results-driven campaigns for top clients such as SAP, Cisco, Amazon, and the UNDP, proving their adaptability and resilience in a competitive market.
Adam Hunter’s greatest success began with the transition from employee to employer. He built a thriving company during the COVID-19 pandemic, securing office space, hiring staff, and purchasing furniture amid one of the world’s biggest business challenges.
In 2022, HLS adapted to survive a global tech restructure by shifting focus from ICT/Tech to consumer luxury brands. In 2023, Adam was invited by the United Nations Development Program (UNDP) to join their global communications committee supporting their 2025 sustainability agenda as Africa’s (PR) representative. In 2024, Adam was invited to join a panel of experts and industry leaders as part of the PR and Communications Association’s Ethics and Network Committee as a board member.
Hook, Line & Sinker and Adam Hunter have received the following accolades in the past few years:
- Finalist in the Business Parthers’ Award for South African Business Entrepreneur of the Year 2023.
- Corporate Vision’s Best Creative Agency in 2023 and 2024.
- HLS has had multiple wins for Best Small PR Consultancy, tech, healthcare, and pan-African campaigns at the PRISM Awards in 2018 and 2023.
At HLS, they are rewriting the PR playbook. With shrinking media and press newsrooms and declining advertising, ‘earned media’ is no longer the only approach in PR. They leverage owned outlets like podcasts, blogs, and webinars. Podcasts, for instance, are booming, with South African listeners expected to hit 19 million in 2024.
Their strategy focuses on quality over quantity by targeting Tier 1 media for credibility and industry influence. They also foster relationships with freelancers, offering exclusive access and collaborative opportunities.
Looking ahead, they are setting up a podcast and TV studio, expanding their digital team, establishing Johannesburg offices, and partnering with agencies across Africa, the USA, and Europe to grow their footprint. Hook, Line & Sinker’s goal is to maintain 25% annual growth by attracting larger clients and focusing on BEEE compliance as their revenue grows.
In 2024, Hook, Line & Sinker received the National Entrepreneur Champion Award at the South African Small Business Awards – this prestigious awards programme celebrates the most outstanding businesses and the exceptional business people behind these successful and growing businesses.
We look forward to seeing how Adam and his team continue to expand new markets in the future.
Discover more inspiring #AbsaSmallBizFriday small business success stories here.