Why 92% Of Advertising Doesn't Work - With Dr Pepe Marais (Joe Public Founder)

Description

92% of global advertising is ineffective. One 60-second slot on a top South African sitcom costs R400,000 to flight - and a brand needs to flight it 3 to 5 times to move sales. Most advertising in 2026 has shifted from 60% brand, 40% short-term to roughly 5% brand and 95% short-term - and most CMOs do not realise the long-term cost of that swing. Dr Pepe Marais is the Co-Founder and Chief Purpose and Vision Officer of Joe Public, South Africa's largest independent advertising group. He has been ranked the #1 Most Admired Creative Leader in South Africa. He sat down with me for one of the most honest conversations we have ever had on the show - about brand strategy, the discipline of standing for one thing, the rise of AI in creative work, and the moments in his life that shaped the man he became. What you'll get: • Why 92% of global advertising is ineffective - and what separates the 8% that actually works • The single discipline that separates great brands from forgettable ones - and the SA brand that lives it best • What Volvo and KitKat understand that most South African brands do not • Why Pepe believes AI will liberate workers from jobs they do not love - and where he draws the line on AI in creative work • The one word Pepe has built his entire life around - and how he discovered it at 38 • His honest take on what comes after AI in marketing • Why he believes every young man should experience structured discipline - and the part of his own life that taught him that • How brand value impacts the actual valuation of a business through the price-earnings ratio • Why Coca-Cola and McDonalds recent AI campaigns triggered massive backlash • The framework Pepe gives small business owners before they spend a cent on advertising We also went into the moments that shaped Pepe personally - the seasons of difficulty, the experiences that built his faith, the decisions that turned a struggling agency into the largest independent group in the country. He shares some of this on camera for the first time. Chapters: • 0: