Ponsonby Agency Pivots to 'Fax-Only' Client Communications
A prominent Ponsonby creative shop has announced a radical operational pivot for 2026. They are deleting Slack. They are cancelling their email hosting. From Monday, Analog/Sync will become the country's first 'Fax-First' integrated agency. Founder Jaxson Miller claims the digital inbox is dead territory. He insists the future of disruption lies in thermal paper. The agency spent the last quarter scouring TradeMe for refurbished Brother IntelliFax-4100e units. Miller says this is not nostalgia. It is about reintroducing 'strategic friction' into the account management process.
Miller speaks about the V.34 modem handshake protocol with an intensity usually reserved for Cannes Lions case studies. He argues that the specific screech of a 14,400 bps transmission creates a Pavlovian response in the C-Suite. You cannot swipe away a fax. It sits in the output tray. It physically curls. It occupies three-dimensional space on a desk. The agency has even hired a 'Head of Toner Logistics' to manage the supply chain. They believe the sheer inconvenience of the medium proves the value of the message. If a brief is not worth waiting three minutes to print, it is not a brief worth writing.
The agency’s debut campaign is for a local sourdough starter brand. The strategy involves sending 500 pages of solid black paper to competitor machines to drain their ink reserves. Miller calls this 'denial of service via cellulose'. The creative team is currently undergoing mandatory training on paper jam removal. They claim the tactile frustration builds character. Clients will receive monthly billing statements via courier pigeon if the fax line is busy. The industry awaits the first dial tone.
Miller speaks about the V.34 modem handshake protocol with an intensity usually reserved for Cannes Lions case studies. He argues that the specific screech of a 14,400 bps transmission creates a Pavlovian response in the C-Suite. You cannot swipe away a fax. It sits in the output tray. It physically curls. It occupies three-dimensional space on a desk. The agency has even hired a 'Head of Toner Logistics' to manage the supply chain. They believe the sheer inconvenience of the medium proves the value of the message. If a brief is not worth waiting three minutes to print, it is not a brief worth writing.
The agency’s debut campaign is for a local sourdough starter brand. The strategy involves sending 500 pages of solid black paper to competitor machines to drain their ink reserves. Miller calls this 'denial of service via cellulose'. The creative team is currently undergoing mandatory training on paper jam removal. They claim the tactile frustration builds character. Clients will receive monthly billing statements via courier pigeon if the fax line is busy. The industry awaits the first dial tone.