interview
Joe Public expands into Europe with a clear mission
Joe Public, the independent South African agency headquartered in Johannesburg, is making bold moves in Europe.
With new offices in Amsterdam, Antwerp, and London, the agency is extending its footprint — but not losing sight of its founding values. Ahead of Cannes Lions, Marketing Report sat down with Co-Founder and Group Chief Creative Officer Pepe Marais to discuss Joe Public’s journey, purpose-driven growth, and why creativity from the African continent deserves more global recognition.
From Cape Town to Johannesburg — and now Amsterdam
Pepe Marais is quick to clarify his title: “I’m the co-founder,” he says. “My original partner actually saved my life during a drowning incident three years before I ever met him. It’s an extraordinary story.” Joe Public was originally established in Cape Town in 1998 before relocating to Johannesburg — the true capital of advertising in Africa. From there, the agency has grown into a national network with offices in Durban and Cape Town, and now steadily expanding presence in Europe. Joe Public now has offices in Johannesburg, Cape Town, Durban and now also in Amsterdam (2011), Antwerp (2022) and London (2024).
Growth, but with purpose
Joe Public isn’t chasing international expansion for financial reasons alone. “Our purpose is to serve the growth of people,” Marais explains. “We develop our people so they can deliver better work for our clients. That’s the type of growth we believe in — not growth for the sake of profit, but to create meaningful impact.” That purpose is embedded in every decision, from internal culture to client relationships.
Building in Europe with Springbok
On the European journey Joe Public is working closely with Springbok, a brand tech agency with operations in Belgium and The Netherlands.“They already had a South African name before we joined forces — you can’t make this stuff up,” Marais laughs. "Springbok comes into the fold as South Africa's national emblem for our rugby team. I'd like to believe and I'm hoping that we can add the level of value that empowers us to keep on growing and then that's where we need clients. “We believe in combining big ideas with big data — creativity and technology working in harmony.” The collaboration represents a new breed of agency model, one that can serve clients across borders with integrated, digitally focused solutions.
Why Africa needs a seat at the global creative table
Although South Africa has historically been the most awarded country on the continent at Cannes Lions, recent years have shown a steep decline. “In 2023, only one African campaign won a Lion,” Marais says. “There are many factors: the high cost of entry, the exchange rate, and the sheer scale of competition — 30,000 entries at Cannes versus 3,000 at our local Lories.” But he’s confident a comeback is coming: “We’ve got the talent. We just need the platform.”
Cracking the Cannes code
Despite winning numerous awards locally and at global shows like the One Show and D&AD, Joe Public has never taken home a Gold Lion. “Cannes is a tough nut to crack,” Marais admits. “Last year, we were aiming for a bronze. Maybe this year we’ll get it — and then next year, who knows? Silver, maybe gold.” He’s optimistic, not only for his agency, but for South African creativity as a whole: “We’re seeing a resurgence of energy and ideas. It’s just a matter of time.”
