In Episode 15 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden sit down with one of South Africa’s most respected advertising minds—Dr Pepe Marais, co-founder of Joe Public.
From starting with a dream in a small apartment to leading one of the top-ranked creative agencies on the continent, Pepe’s journey is a masterclass in purpose-driven leadership, creative bravery, and personal transformation.
From Humble Beginnings to Joe Public
Pepe’s early career wasn’t paved with luxury—it was ambitious and defined by radical optimism. Together with his creative partner Gareth Leck, he launched Joe Public as a 100% local agency with one goal: Grow brands. Grow people. Grow the economy.
This wasn’t just a slogan. It became the core philosophy that would define their every move—from client relationships to employee development.
"The more we grow our people, the more our business grows." – Dr Pepe Marais
The Power of Purpose Over Profit
A recurring theme throughout the episode is purpose—not as a branding buzzword, but as a business engine.
Pepe candidly shares that Joe Public’s turning point wasn’t a client win or an award. It was when they reclaimed their independence and redefined their purpose. Once they aligned the business with something bigger than profit, growth followed.
This shift led to remarkable outcomes:
- Long-term client loyalty
- A high-performing, values-driven team
- Creative work that resonates deeply with audiences
Pepe’s Approach to Creative Leadership
Dr Marais doesn’t just lead an agency; he inspires a movement. His leadership style is rooted in emotional intelligence, authenticity, and personal growth.
Here are key takeaways from his leadership philosophy:
- Grow People, Not Just Portfolios
Pepe believes investing in people’s growth creates ripple effects. When individuals thrive, brands and economies follow.
- Creativity Requires Courage
Brilliant work often challenges the status quo. True creativity pushes boundaries, even when the feedback stings.
- Purpose Is the Ultimate North Star
Whether pitching a campaign or building culture, aligning every action with purpose sustains momentum—even in hard times.
- Self-Work Fuels Brand Work
Pepe opens up about how his own self-development journey has made him a better leader. Mental health, reflection, and spiritual growth play a pivotal role in how he shows up daily.
Campaigns With Purpose: #ScanTheScar
The campaign covered in the episode, Dr Pepe Marais highlights Joe Public's emotionally charged campaign for Amnesty International South Africa: #ScanTheScar. This bold initiative sheds light on the alarming rise in child and teenage pregnancies in the country—an often-ignored crisis. Through visceral visual storytelling and immersive tech like scannable scars, the campaign forces society to confront the deep wounds left by systemic failure and gender-based violence.
It’s purpose-driven work like this that illustrates Pepe’s unwavering belief: brands can be a force for good when they speak from a place of courage, not comfort.
The Evolution of Joe Public: Local First, Global Quality
Joe Public’s trajectory proves that a proudly South African agency can play on the global stage—without sacrificing its roots. The agency has garnered local and international recognition while staying fiercely committed to nurturing African talent and stories.
As Pepe puts it, “You don’t need to go global to be great—you need to go inward.”
Final Thoughts: Growing Greatness Is an Inside Job
Dr Pepe Marais’ journey is more than an advertising success story. It’s a call to build meaningful brands, lead with humanity, and never stop growing—personally and professionally.
Whether you’re an entrepreneur, creative, or aspiring changemaker, Episode 15 is a must-listen for anyone looking to lead with heart, handle rejection with grace, and pursue greatness from the inside out.
Key Takeaways from Episode 15
✅ Purpose drives performance—profit follows purpose.
✅ Rejection is part of the creative process. Embrace it.
✅ Personal growth is essential to leadership.
✅ Simplicity in messaging can be powerful (but beware of puns).
✅ Growing people is the most sustainable way to grow a business.
The Egg Story: When Simplicity Meets Brutal Feedback
One of the most memorable moments in the episode is The Egg Story—a laugh-out-loud anecdote that encapsulates the painful realities of the creative world.
While working on an ad for a client in the egg industry, the Joe Public team crafted a campaign they were deeply proud of. But the client’s feedback?
“It’s nice... but it’s not egg-citing.”
A soul-crushing pun with real consequences.
This moment, while funny in hindsight, speaks to a deeper truth: in advertising, greatness is forged in resilience. Rejection is part of the process—and how you bounce back defines your creative legacy.
FAQs:
- Who is Dr Pepe Marais?
Dr Pepe Marais is the co-founder of Joe Public, a top South African creative agency, known for championing purpose-driven branding and people-first leadership.
- What is Joe Public’s core philosophy?
Joe Public believes in “growing brands, growing people, growing the economy” placing purpose above profit.
- Why is purpose important in branding?
According to Dr Marais, aligning a brand with a deeper purpose leads to stronger teams, lasting client loyalty, and impactful creative work.
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