To become the top content creator and one-stop marking solution across multiple media in South Africa.

To seamlessly move between the medias of: television, interactive, web & print, providing as many of these services to our clients and brands as possible, and thus a holistic integrated marketing / communications strategy.

To educate on the benefits of this cross media approach under one roof.

To offer an enjoyable, efficient, knowledgeable and cost effective service at the cutting edge of technology, marketing trends and creativity.

To empower, inspire and educated our employees and potential employees (with a particular focus on previously disadvantaged individuals), with a passion to excel in our industry and to adopt the Underdog cross-media approach.

To where possible become rights owners of the content we produce and to look for new and dynamic ways of exploiting such content in multiple platforms.

To represent the diversity of our country in the talent that makes up our company.

To offer everything our competitors don’t, and do what they do better and with more verve and finesse.

In the process, to experience as much fun, wonderment and surprise as the audiences we will reach.