The media group has rebranded as the Glynt Group, ushering in a new era of creativity and tech-fuelled intelligence.
Tractor Media Holdings (TMH), the company behind some of South Africa’s most recognisable media and advertising brands – Tractor Outdoor, Polygon, Innovocean, Mischief and BMT – has entered a bold new chapter: a full rebrand to the Glynt Group.
More than a name change, the rebrand marks a strategic shift positioning the group as a unified, future-facing media and innovation hub designed to shape the next era of brand engagement.
TMH was established in 2023 through a partnership with investment firm Hlayisani Capital, bringing together high-growth ventures like Tractor Outdoor, Polygon, Billboard Management Technologies (BMT), Mischief Media and Innovocean.
Conceived to scale and streamline this growing portfolio, TMH served as the holding structure for a collection of businesses already reshaping South Africa’s media landscape. But as the business evolved beyond its media roots, the need for a cohesive identity became clear.
Simon Wall, Group CEO at Glynt
“This rebrand marks the natural evolution of our business, says Simon Wall, Group CEO at Glynt. “We’re no longer just a collective of successful media companies – we’re a connected ecosystem built on innovation, intelligence and creativity. Glynt gives us the identity and cohesion to reflect that.”
A unified identity for a more connected future
The name Glynt – a play on “glint”, meaning a flash of insight or clarity – was chosen to reflect the company’s role as a sharp, bright spark in a fragmented media landscape. As the group deepens its focus on data, tech and innovation, the rebrand signals a broader mission: to partner with brands seeking more meaningful, measurable engagement, says Wall.
“Glynt is a media and innovation hub that exists to intelligently shape tomorrow. Its purpose is to help brands move beyond impressions toward lasting impact, through storytelling, data, creativity and technology. It’s not just about visibility; it’s about relevance and resonance.
“We’re future-focused not just in terms of media formats or platforms, but in how we think about brand connection, adds Wall. “We see Glynt as an architect of connection in a world hungry for meaning.”
From many to one
The shift from TMH to Glynt also reflects the group’s internal transformation – from a collection of standalone companies into a synchronised ecosystem. While Tractor Outdoor remains a key pillar, the Glynt brand now extends across all operations, offering clients a seamless experience underpinned by a single mission, vision and set of values.
“With Glynt, we have a name and identity that integrate our group across disciplines," says Wall. “It’s more than a new look – it’s a mindset shift.”
This ethos is captured in Glynt’s new positioning: “From many to one.” Whether clients engage through outdoor campaigns, programmatic buying or tech-led strategy, the experience is unified and anchored in quality, creativity and intelligence.
Creativity meets intelligence
Glynt’s strategy is centred on the integration of marketing, intelligence and influence – a proposition built for scale, speed and agility. The brand’s visual identity reinforces this: crisp logomarks, a bold contemporary palette, and a confident, human tone of voice.
Designing the Glynt brand system was about more than aesthetics – it was about creating clarity. From internal documents and pitch decks to its redesigned website and social channels, the brand expresses momentum and transformation.
The creative identity also helps Glynt stand apart in a cluttered media landscape. As more brands seek integrated solutions over siloed services, Glynt’s strength lies in its ability to bridge creative vision with technology and data – turning ambition into action.
Why now?
The timing of the rebrand is no coincidence. As media consumption evolves and expectations rise, media owners must innovate or risk irrelevance. Glynt is built to anticipate change, not just react to it, says Wall. “We’re building a model that’s tech-enabled, insight-driven and culturally attuned. Glynt reflects where we are now and where we’re going.”
The rollout of the Glynt brand is already underway, with its new visual identity being implemented across touchpoints. A refreshed website, updated creative assets and a renewed digital presence form part of the rebrand effort. Glynt also plans to launch thought leadership and partnership initiatives to reinforce its market position.
“This rebrand is about unlocking new potential," Wall concludes. “With Glynt, we’ve created a brand that better reflects who we are, what we do, and where we’re headed. We’re now in a strong position to drive growth and impact across our portfolio – supported by a group identity that brings our values to life.”
For more information, visit https://glyntgroup.co.za/.
