From the people, for the people: Joe Public brings its ‘man on the street’ ethos to London

After 26 years of success in South Africa and more than a decade in Amsterdam, Joe Public has realised its long-held ambition of establishing a UK footprint. The agency enters London with serious credentials, having been named No.1 African Network at Cannes in 2025 and ranked the No.1 Creative Agency in both South Africa and the Netherlands. Sixteen months in, it is carving out a distinctive position that blends South African entrepreneurial spirit with British creative sensibilities.

"We've got this DNA that's rooted in South Africa that's a little bit more colourful and messy and diverse. I think that really brings almost like a little bit of swagger to our work," says Claudi Potter, describing what sets Joe Public UK apart in London's hyper competitive agency landscape.

The serendipitous beginnings of a purpose-driven network

Joe Public's UK expansion wasn't the result of a meticulously planned corporate strategy, but rather a natural evolution driven by client needs. After winning pitches for UK-based brands Grants Whiskey and Tenzing, the agency recognised the moment had arrived to establish a physical presence in London. Shortly after setting up, the agency won business at Carlsberg Britvic, and started working on brands Aqua Libra, London Essence, Purdey’s and Teisseire. 

"The start of our journey felt quite serendipitous and things just fell into place," Potter explains. "We're entrepreneurial, that's part of the spirit of the agency. But once we established ourselves here, we realised we needed to find a place to carve out value for clients and bring something to the market that felt different and worthwhile..."

This pragmatic approach to growth reflects the agency's origin story, a tale that perfectly encapsulates its  free spirit. Twenty six years ago, the agency's co-founder Pepe Marais was rescued from a paddle-skiing accident by a stranger named Gareth Leck. Weeks later, they met in a bar, recognised each other, and spontaneously decided to launch Joe Public.

"From the start they had a maverick way of doing things," Potter recounts. "They opened up the first office in a takeaway shop, which was a rather weird space to set up an agency, and they created a  takeaway menu for advertising. You could walk in and say 'I want a well-done burger and chips,' and that would be how you would order your advertising." This pricing model is still alive in the agency today, where project-based clients can order off the menu, with fully inclusive rates - paying for ideas and output, rather than for hours. 

This entrepreneurial spirit faced its greatest test when the founders sold to FCB five years into the business, only to spend the next five years painstakingly buying it back. "That talks so much to their fierce independence and spirit," Potter notes, highlighting how this foundational ethos continues to influence the agency's approach today.

People-first philosophy drives client relationships

In an industry where "people-centred" has become a hollow catchphrase, Joe Public appears to be genuinely living this value. Potter describes their approach as deeply rooted in South African values: "We are really about that kind of culture where it's about generosity, it's about relationships."

This philosophy manifests in how the agency builds client partnerships. "We love collaborative relationships. We are not precious. We're happy to do work in progress, we love a workshop," Potter explains. "If our clients can be part of the process, sort of peek under the hood and be there with us along the journey, we really enjoy those kinds of relationships."

This collaborative approach extends to how the agency handles difficult conversations. Potter believes that once strong foundations are established, challenging discussions become easier: "Once the relationship is really strong and there's this mutual understanding that we're all on the same side, having the tough conversations becomes a lot easier."

One striking example demonstrates how this relationship-first approach translates into better work. When a major campaign for Castle Milk Stout (ABinBev) didn't meet the agency's standards, despite client satisfaction, the team took an unusual step. "We went back to them and said, 'Look, we are willing to use our own budget. We want to remake this,'" Potter recalls. The risk paid off dramatically, resulting in seven times the previous year's budget and significant earned media.

The cultural DNA driving creative distinction

While Joe Public UK is still establishing its footprint in London, it draws strength from its distinctive South African heritage. This cultural DNA manifests in what Potter describes as a "fresh take" on creative challenges.

"We love working with brands that have a bit of soul," Potter explains. "I think things can feel very vapid and fleeting at the moment... you can very quickly sense when there's heart and soul behind a brand and there's a real philosophy."

This perspective has enabled the agency to find creative inspiration in unexpected places. Potter cites a recent project for a mass distributor of bird feed and nest boxes, initially seeming like an uninspiring B2B brief—that transformed into one of their favourite recent projects by having wildlife "review" products and share their "dining experience."

The agency's senior leadership remains deeply involved in day-to-day operations, with Potter noting that "our senior team is pretty much present from start to end. You'll see us in every meeting, on every email thread." This hands-on approach extends to the original founders, who remain "incredibly close to the business" despite the agency's 26-year history, a rarity in an industry where founder involvement often diminishes over time.

The road ahead: Growth with purpose

As Joe Public UK looks to the future, Potter's vision balances ambitious growth with staying true to the agency's foundational values. "Growth at this point, since it is still early days, a bigger team," she says, adding with a nod to their origins, "We're also staking out some takeaway places and coffee shops, so we can remain close to our consumers, and offer our clients a little break from the towering office blocks. ."

The agency is particularly focused on working with entrepreneurial clients who share their growth mindset. "We really like those types of clients where we can grow with them," Potter explains, citing her experience scaling AB InBev brands from South Africa into international markets.

While the agency's specific evolution remains to be seen in a rapidly changing industry, Potter is confident about what will remain constant: "What won't change would be that creativity will remain at the core of everything that we do."

As for what Potter hopes people think when they hear "Joe Public," her answer reinforces the agency's people-first philosophy: "Joe Public is about an agency that connects to the man and woman on the street. That's why we want to open our office on street level and not sit somewhere high up."

In a market where agencies often retreat to glass towers—both literally and metaphorically—Joe Public's street-level ambition may prove to be exactly the fresh perspective London's marketing scene needs.