Cell C and Joe Public have renewed their strategic partnership, reinforcing a creative alliance that has driven meaningful growth and brand transformation since 2021. This renewal comes at a defining moment for Cell C, as the company celebrates its recent listing and accelerates its trajectory toward sustainable growth.
The partnership, built on purpose and creativity, has consistently delivered market impact. Cell C recently earned global recognition as a Rising Star in OpenSignal's 2025 Global Mobile Network Experience Awards, achieving the second-largest upload speed improvement worldwide with a 70.8% increase. Meanwhile, Joe Public's creative excellence through this collaboration secured accolades, including Cannes 2025 Sub-Saharan Africa Regional Network of the Year, and multiple wins at the 2025 Loerie Awards, where Cell C campaigns claimed two Bronze Loeries, says the duo.
"Joe Public understands our vision to challenge the status quo. Together, we are transforming our brand, building meaning for our customers, and delivering value to the business through execution excellence," says Melanie Forbes, Chief Marketing Officer at Cell C.
Since its inception in early 2021, the alliance has been anchored in shared values, purpose-led strategies, people-centred philosophies, and an unwavering commitment to growth. Central to this renewal is a Growth Contract, guiding both companies toward a bold, creative vision for the Cell C brand, adds the duo.
"When we first partnered with Cell C, we saw a brand willing to be brave and trust in the power of creativity," says Mpume Ngobese, Co-Managing Director at Joe Public. "That belief has enabled us to create work that drives real business transformation through creative excellence."
The collaboration has produced award-winning campaigns, including the landmark, "Change Your World", positioning in 2021 and the recent, "Nothing Should Stop You", brand refresh, clear proof that strategic creativity fuels growth and differentiation, says the duo.
"Our purpose at Joe Public is growth of our people, our clients, and our country," says Gareth Leck, Group CEO of Joe Public. "Our Growth Contract formalises what we've always believed: that our success is measured by our client's success. When creativity drives client growth, everyone wins."
Under the renewed agreement, Joe Public will continue delivering fully integrated creative services spanning PR, integrated marketing, brand and communications across Cell C's portfolio. This commitment ensures deep connection with South African audiences while driving measurable business results, adds the duo.
"Joe Public has been a true ally and partner to Cell C over the years. This relationship goes beyond creative execution, it is built on trust, shared ambition, and a commitment to growth. Together, we have achieved remarkable milestones, and we are excited to continue shaping a future where bold ideas drive real impact," adds Forbes.
Cell C and Joe Public remain steadfast in the philosophy that brought them together, great creativity, backed by strategic insight and mutual trust, grows brands that transform societies, concludes the duo.
For more information, visit www.joepublic.co.za. You can also follow Joe Public on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor