Letsoalo will be responsible for managing the Johannesburg agency portfolio and will work closely with Simon Parkinson, director of Ultimate Media. Ultimate Media aims to offer a full turnkey service to media agencies and clients in all areas of radio.

"The next few years are going to be a critical time for media agencies and for the radio industry," says John Walls, MD of Ultimate Media. "There will be huge pressure to cut costs yet still deliver increased value to clients."

"More than ever, media agencies and radio stations will need specialist partners with high levels of expertise and a proven track record. Letsoalo fits that description to a tee and is going to be a valuable resource to our agencies and clients," adds Walls.

Letsoalo and Ultimate Media will also be joining forces as equity partners to set up a new venture that will explore revenue streams from advertising categories previously untapped by Ultimate Media.

"This is an exciting time in media, specifically the radio industry, with COVID-19 presenting us with challenges that are forcing us to create new ways to advertise," says Letsoalo.

"While some might be deterred by the changes we're facing, Ultimate Media are seeing it as an opportunity to get creative and try new avenues. This approach is where I think I can add value and I am looking forward to sinking my teeth into the already successful business, while bringing my own unique approach to radio and advertising," adds Letsoalo.

"Ultimate Media is the 'Uber' of radio. It's the radio station without the radio station. Dynamic, flexible and efficient and I am elated to be part of this team," concludes Letsoalo.

For more information, visit www.ultimatemedia.co.za. You can also follow Ultimate Media on Facebook or on Twitter