Highly awarded creative minimalist joins Boundless; cuts press release announcing his arrival by 800 words.

Press Release | Issued by Boundless | 10 November 2026

Prominent South African creative leader Gareth Lessing, whose three-decade career includes time at TBWAHuntLascaris, Lowe Johannesburg, DDB South Africa, M&C Saatchi Abel, House of Brave, Demographica and WPP’s Coke Studio X, is the latest expert to join Boundless, an agency that famously claims it takes 15 years, a Gold Effie or a Cannes Lion just to get through the door. Fortunately, Gareth has all of these and more.

A man known as much for the size of his heart as for the elegance and craft of his ideas, Gareth’s body of work is a masterclass in minimalism, using simple metaphors and brief copy to create ideas that hit people right in the feels.

When asked for comment, Lessing said, “Can we end that last sentence straight after ‘masterclass in minimalism‘?”

Roanna Williams, Co-Chief Creative Officer and legendary Art Director, said: “I’m looking forward to having someone else in the building who understands that all a great idea needs is one or two well-chosen words, not a whole page of exquisite prose.”

Fran Luckin, Copywriter and Co-Chief Creative Officer with Williams, was still crafting her comment when this press release went to publications.

Paul Jackson, CEO of Boundless, said, “This is the headline: Gareth is a legend in the industry who’s made some of South Africa’s most loved work, and it’s a coup to have him join us.”