Joe Public London

Co-Founder & Executive Creative Director

Claudi’s the co-founder of Joe Public London and the agency’s ECD.

Over 20 years ago she started her career in advertising at DDB, where she gained experience on brands such as Unilever, Honda and McDonald’s. In 2012 she joined Joe Public, and in 2017 she became the agency’s creative lead on ABinBev. 

Claudi has won multiple local and international awards, and in 2020 and 2021,
she was ranked the number one Creative Director in Africa and Middle-East. After her move to the UK, she worked at DEPT in a dual role as strategist and creative director
on global brands including Roche, Bang & Olufsen and Google.

Co-Founder & Chief Strategy Officer

Laurent is a leading strategist, with over 25 years’ experience on brands such as Uber, Nike, AB InBev, Fifa, Renault, Jet, and Nedbank. 

In 2006, Laurent joined Joe Public as a strategist, where he became head of strategy and a business partner, from 2008. In aligning Joe Public’s business strategy to its growth purpose, Laurent has been instrumental not only in helping fuel the growth of its clients, but also in growing the Joe Public group. 

In his spare time, Laurent is also an exhibited artist, voracious reader and learner of many languages.

Chief Operations & Commercial Director

Zorana has 25 years of experience in diverse industries such as telecommunications
in European, Middle East and South African market (T-Mobile, Tele2, Azerfon, Cell C), cosmetics (Nivea, Labello, Hansaplast), pet food and confectionary in 5 European markets
(Pedigree, Whiskas, Twix, Kraš), pharmaceutics, entertainment, car industry and other.

In 2015, Zorana joined Joe Public in South Africa, where her passion for innovation and efficiencies led to the current role and growth in the area of operations and commercials.

In her spare time, Zorana is a hiking guide, nature protection volunteer, and adventure seeker who enjoys learning languages and discovering new places.

Co-Founder and Group Creative Officer

Pepe, along with Gareth, are the founding partners of Joe Public and began the agency in 1998.

With a deep commitment to purpose-driven creativity, he has spent over two decades transforming brands by aligning strategic thinking with meaningful storytelling.

A passionate advocate for conscious leadership, Pepe is the author of Growing Greatness and a sought-after speaker on personal growth, brand purpose, and business transformation. His philosophy centres on the belief that true growth begins within - in people, in brands, and in society.

Co-Founder and Group Chief Executive

Gareth, along with Pepe, are the founding partners of Joe Public and began the agency in 1998.

With a strong entrepreneurial spirit and over two decades of experience in advertising and brand strategy, Gareth has played a pivotal role in building Joe Public into a purpose-led agency focused on growth - of people, brands, and the nation.

A passionate leader and business thinker, Gareth champions a values-driven approach to creativity and leadership. Under his stewardship, Joe Public has grown into a multi-award-winning agency network that consistently ranks among the top in South Africa for both effectiveness and innovation.

Client Services Director

Jay is the Client Services Director for Joe Public London.

He is a strategic brand and marketing leader with over 15 years of experience driving growth, transformation, and customer engagement across global organisations and purpose-led brands. With a background spanning tech, retail, consumer goods, and innovation, he brings a unique ability to bridge commercial thinking with creative execution.

Jay has led award-winning campaigns, built and scaled digital teams, and delivered impact at the intersection of strategy, culture, and brand experience. Known for his collaborative leadership and sharp insight, he thrives in fast-paced environments where ideas meet execution.

A passionate advocate for equity, sustainability, and inclusive leadership, Jay continues to shape meaningful narratives that connect brands with people — and business with purpose.

Creative Strategy Director

Florence is the Creative Strategy Director at Joe Public London.

She is a seasoned marketing and communications strategist with deep expertise in the education and public sectors. With a career spanning leadership roles in marketing, student recruitment, and brand development, she has a proven track record of delivering integrated strategies that drive engagement, growth, and organisational impact.

Florence brings a thoughtful, data-informed approach to storytelling and stakeholder engagement, with a strong focus on inclusion, purpose, and value creation. Her work bridges strategic planning with operational delivery, enabling institutions to build meaningful connections with diverse audiences.

Committed to continuous learning and collaborative leadership, Florence is passionate about shaping communications that inform, inspire, and make a difference.