Johannesburg · Est. 1997
Your brand is the
point. Not ours.
We’re an integrated marketing and advertising agency based in Johannesburg, South Africa. For 26 years our job has been straightforward: understand your market, build the right strategy, execute it well, and show you the numbers. We work with brands across South Africa, Africa, and internationally.
Who we are
A full-service marketing agency that works across every channel — without preference for any of them
Wetpaint is based in Johannesburg and has been operating since 1997. We handle brand strategy, creative content, media planning and buying, social media, digital marketing, and African market entry. Everything is run from one team, connected by one strategy.
We work with the same process whether a client is a South African financial institution, a global FMCG brand, or an international company that wants to reach African markets. We look at the business problem first, then decide what to build. We set measurable targets on every brief, and we report against them.
We don’t specialise in one channel and try to apply it to everything. We specialise in building strategies that work — and then executing them, across whatever channels that requires.
Strategy
Competitor analysis, brand positioning, market entry, campaign planning, CRM, and SEO strategy.
Creative
Copywriting, scriptwriting, video and TV production, campaign creative, and content development.
Media
Media planning, buying, and optimisation across print, broadcast, out-of-home, and digital.
Digital & social
Social media management, search engine marketing, digital campaigns, web development, and AI-assisted performance work.
Africa & international
Market entry strategy, localisation, regional media, and full campaign execution across African territories.
Services
Marketing services for South African and global brands
We handle everything from single campaigns to full brand and marketing operations. Each service connects to the others — because separate strategies rarely produce consistent results.
01
Brand strategy & consulting
We look at your market, your competitors, and where your brand sits within both. From there we build a growth strategy — covering positioning, messaging, digital, social, CRM, and SEO — and we make sure every part of it is measurable.
02
Creative content & video production
Wetpaint produces the content that campaigns run on — copywriting, scriptwriting, video and TV production, social media content, digital assets, and full creative campaign development, from concept through to final delivery.
03
Social media marketing & management
We manage social media presence across platforms — content calendars, community management, paid social campaigns, and performance reporting. The goal is consistent output that builds an audience and converts it.
04
Media planning & buying
We plan and buy media across channels — print, broadcast, out-of-home, and digital. Our approach is multi-channel because audiences are multi-channel. We optimise spend against reach and response, not just impressions.
05
Digital marketing & AI-powered campaigns
Search engine marketing, display, programmatic, CRM, web development, and mobile — built around data and, increasingly, AI. We use machine learning and analytics to personalise campaigns and improve performance over time, not as a talking point.
06
African market entry & expansion
If you’re entering an African market for the first time, or expanding into new territories, we’ve done this work for 26 years. We know where the entry barriers are, what the regional differences mean in practice, and how to build campaigns that work locally.
07
International marketing outsourcing
A growing number of international businesses run their marketing through our Johannesburg team. The quality is the same as what you’d get from a major agency in London or New York. The cost is not. We’ve worked with companies from Switzerland, the USA, and Australia.
08
Campaign management & reporting
Our team manages campaigns from brief to post-campaign analysis. That includes concept development, channel deployment, real-time optimisation, and reporting against the KPIs we set at the start. Every campaign has a scorecard.
How we work
We set KPIs at the start of every brief.
Then we deliver against them.
That’s the short version. The longer version involves four things we do on every project, for every client.
Step 01
Understand the business
Before strategy, we look at the market, the competitors, the audience, and what the brand actually needs to achieve. We don’t skip this step.
Step 02
Build the strategy
We build a strategy that fits the brief — not a template. Channel selection, messaging, timeline, and measurable targets, all connected.
Step 03
Execute across channels
One integrated team handles creative, media, digital, and social. No handoffs between separate agencies. One consistent output.
Step 04
Measure and report
We report against the targets we set. If something isn’t working, we adjust. Every campaign ends with a debrief and documented learnings.
Africa
Working in African markets since 1997
Most agencies say they understand Africa. We’ve been working here for 26 years, across multiple territories, with clients ranging from South African corporates to international brands entering the continent for the first time.
We know what changes between markets and what stays the same. We know where entry barriers sit and how to work around them. And we know how to build campaigns that feel local, because they are.
International
World-class work, South African costs
A number of international companies now run their marketing through our Johannesburg team. They get the same quality of strategy, creative, and media work they’d get from a major agency in their home market — at significantly lower cost.
We’ve helped a Swiss company expand globally, launched an American education brand across Africa, and built an Australian advisory firm’s international profile. The work is the same. The rate is not.
Results
Some numbers from the work
We put specific campaign stats here, not averages or estimates. These are documented results from real campaigns.
Impressions in 7 days
Beefeater London Dry Gin social campaign
Clicks generated in the same 7-day period
Beefeater London Dry Gin social campaign
ROI on a single social campaign
Beefeater London Dry Gin
Unique reach in one week
Social campaign — 7-day period
Years of consecutive client results
South Africa, since 1997
Ave. long-term client relationships
Per client testimonial on record
Recognition
Industry recognition, on the record
These are the awards we’ve received. Each one is publicly verifiable. We list them because they’re a useful reference point — not because they’re the most important thing about how we work.
Most Innovative Integrated Marketing Agency South Africa
Global Excellence Award – WordPress, Advertising, Digital Strategy
Most Innovative Integrated Marketing Agency South Africa
Innovation Excellence Award
Most Innovative integrated Marketing Agency
Best Women Inspiring Leaders of the Year
What clients say
From clients we’ve worked with in South Africa and beyond
- Avroy Shlain
Natasha Fraser
Creative Manager
- Tears
Mara Glennie
Founder | CEO
- VUMATEL
Chelsea du Plessis
HOD Sales Operations
- SADV
Junaid Munshi
CEO
- ITHUBA, National Lottery
Michelle Van Trotsenburg
Head of Marketing
Insights
What we’re watching in South African and global marketing
Our team publishes regular analysis on the forces shaping advertising, digital, and brand strategy. These are the most recent pieces.
GEO, AEO and SEO: How to Keep Your Business Visible in AI Search
If your website traffic has started dropping even though you have not changed anything, you are not imagining it. The way people search for information online is changing, and businesses of every size are starting to feel the impact. The reason is simple: artificial intelligence is becoming the new front...read more
GPTBot Is Watching You. Should You Let It In?
#TrendAlert – Grok’s iOS app: the most addictive AI drop of the year!
83% of businesses are throwing money at AI solutions that deliver zero measurable ROI, is yours one of them?
Real South African Example: Last month, I spoke with a Johannesburg manufacturing CEO who spent R500,000 on a “revolutionary AI inventory system”, only to discover it was essentially an Excel spreadsheet with a chatbot interface. His inventory accuracy actually decreased by 12%. 83% of AI investments fail to deliver ROI...read more
#TrendAlert – Meta’s Ad Automation Is a Monopoly in Disguise
#TrendAlert – Livestream Shopping: SA Isn’t Ready, Here’s Why
Media Buying Agencies’ Secret to Boosting ROI
How Media Buying Agencies Enhance ROI on Advertising In today’s saturated advertising landscape, brands grapple with the challenge of effectively connecting with their target audiences amidst a barrage of content. This is where media buying agencies become invaluable partners, providing strategic insight that helps brands design campaigns that not only...read more
#TrendAlert – Short is Sweet: Especially with Content
Innovative Ad Solutions Unveiled by Leading Johannesburg Agency
How Our Ad Agency in Johannesburg Transformed a Local Brand: Insights into Innovative Advertising Solutions Brands are constantly seeking ways to stand out and connect with their target audiences. For ad agencies in South Africa, the challenge lies in blending creativity with strategic insight to drive meaningful results. At Wetpaint,...read more
Discover the Power of South Africa’s Creative Agencies
Transform Your Brand with South Africa’s Creative Agencies Creative agencies serve as pivotal partners for businesses looking to make a significant impact in the market. South Africa’s creative agencies stand out as pioneers in innovation, blending local insights with global trends to craft compelling brand narratives. What Defines a Creative...read more
#TrendAlert – The Future is Mobile, and the Time is Now
#TrendAlert – AI: Savior or Job Killer?
#TrendAlert – The Illusion of Influence!
Creative Agencies are Redefining South Africa’s Marketing Landscape
Redefining South Africa’s Marketing Landscape: The Evolution of Creative Agencies Creative agencies stand out as the artisans of brand storytelling and innovation, these agencies are sculpting the future of advertising with their ingenuity and vision. South Africa boasts a plethora of creative agencies, each with its own unique approach and...read more
Achieve Digital Excellence by Mastering Top Growth Strategies
Navigating Digital Growth: Inside South Africa’s Top Online Marketing Strategies In the dynamic realm of digital marketing, South Africa stands as a vibrant landscape ripe with opportunities for businesses seeking to expand their online presence. As companies strive to navigate the digital landscape and achieve growth, the role of top...read more
Unlocking Growth: Full-Service Digital Marketing And Advertising In South Africa
Full-Service Digital Agencies and the Digital Landscape in South Africa In recent years, South Africa has witnessed a dynamic evolution in its digital landscape, prompting businesses to seek the expertise of a full-service digital marketing and advertising agency. As technology continues to shape consumer behaviour, these agencies play a crucial...read more
Mastering Digital Advertising
A Guide to Unleashing the Power of Ads in Johannesburg The bustling streets of Johannesburg echo the need for businesses to embrace digital advertising in South Africa’s economic powerhouse. The purpose of this guide is to clarify the nuances of online advertising, the role of marketing agencies, as well as...read more
Wetpaint Goes Global
Buckle up because we are about to take off. Barely halfway into the year yet another award! We are excited to announce our latest accomplishment and couldn’t be prouder of our tribe. Our team has worked hard to evolve into a force to be reckoned with and we are excited...read more
Third Time’s A Charm
A wise man once said, “First time lucky. The second time is a coincidence. But third time is hard work and fortune.” And we all know you can’t dispute any sentence that starts with “a study has shown” or “a wise man once said.” In 2021, Wetpaint proved that hard...read more
Twenty Twenty Won!
With just a few days left, it’s only fair to end off with a little bit of bragging, right? See what we did there? It seems like we’ve been on a winning streak. Receiving awards left and right, so we’ve truly earned the bragging rights. But on a serious note,...read more
Advertising In 2021
Advertising in South Africa has come a long way and undoubtedly left a mark in the minds and hearts of many. Sometimes you find yourself feeling nostalgic when walking down memory lane and remembering the ads you once loved, which you may never see again. Some of these have made...read more
How To Leverage Digital In 2021
Wetpaint Strategic Marketing Insights: 7 Ways to leverage the digital opportunity in 2021 1. The rise and rise of online usage in South Africa Worldwide lockdowns saw many people connected to the internet for the first time in 2020, and according to a study conducted by Hootsuite, 24-37% of users...read more
The Social Media Landscape
On the 1st of March 2020 South Africa saw the first case of COVID-19, and with that came a plethora of changes in how we live our lives and of course, the advertising and media industry. The “new normal” had businesses encounter an undeniable shift that served to better or...read more
Wetpaint, Top Media Buying Partner!
Here at Wetpaint Advertising, we realize it can be next to impossible to balance high impact media buying while bouncing back from a weak financial quarter. That’s where we can help! We’re a bold, fearless, and intentional branding firm that’s here to set you apart from your competitors and get...read more
Playing The Long Game
3 Points On Strategic Branding In Tough Times Times of crisis force us to prioritise the urgent over the important like nothing else. But, while brands scrabble to put together contingencies for the unprecedented crisis the coronavirus pandemic has put us in, it’s important to be careful not to give...read more
Your Business Can Survive The Crises
Building & Sustaining your brand in the time of coronavirus – and beyond We’ve been saying it for years, but it bears repeating: the world moves fast. The first confirmed case of novel coronavirus was recorded in December 2019 on the other side of the world. Now, just four months...read more
The 5 Steepest Struggles In Content Marketing
By now, you should know what content marketing is and how central it is to a well-executed modern marketing campaign. It isn’t a magic answer to your branding woes though, and engaging in effective content marketing means contending with the host of challenges that come with the territory. While content...read more
What Is Brand Storytelling And Why Does It Matter?
You’ve probably heard about using storytelling in marketing and, if so, you’ve probably also heard about how powerful a tool of brand building it is. You’ve probably also asked yourself, “What the heck does that even mean?” While it might sound like an ill-defined industry term, used to baffle clients...read more
Google Chrome’s Ad Blocker Is Nothing For Advertisers To Fear
High quality content will win and those who lose will probably deserve to lose So, about a month ago, Google launched a built-in ad-blocker for its browser, Chrome. Google Chrome, much like the Google search engine in its own industry, is the most dominant browser today, with a usage share...read more
4 Lessons You Can Learn From Facebook’s Recent Controversies
It’s been a scandalous couple of years for Facebook, as the social media titan has found itself bouncing from one controversy to the next. Between abuses by the Russians and Cambridge Analytica, Facebook is being blamed for everything from Brexit and the election of Trump, to the proliferation of Fake...read more
FAQs
Questions we get asked about Wetpaint
What does Wetpaint do?
Wetpaint is a Johannesburg-based integrated advertising and marketing agency. We help brands with strategy, creative content, media planning, digital marketing, social media, AI-powered marketing, campaign management and reporting.
How long has Wetpaint been operating?
Wetpaint has been operating for over 26 years. The agency has built its reputation through long-term client relationships, creative strategy, measurable campaign results and integrated marketing work across South Africa and beyond.
Which brands does Wetpaint work with?
Wetpaint has worked with a wide range of local and international brands across different industries. Examples shown on the Wetpaint website include Allan Gray, National Lottery Ithuba, VUMA, South African Mint and TEARS Foundation.
Does Wetpaint work with international clients?
Yes. Wetpaint works with both South African and international clients. The agency supports brands entering or expanding in African markets, as well as businesses that need marketing support through its Johannesburg-based team.
What awards has Wetpaint received?
Wetpaint has received multiple industry recognitions, including Global 100 awards for Most Innovative Integrated Marketing Agency, TechBehemoths Global Awards recognition, and the Success Knocks Innovation Excellence Award.
Does Wetpaint use AI in its work?
Yes. Wetpaint uses AI as part of its marketing approach, combining human creativity with AI-powered tools for smarter strategy, campaign insight, predictive analytics, automated ad creation and performance optimisation.
Work with us
If you need a Johannesburg-based integrated marketing agency, let’s have a conversation.
We’re not the right fit for everyone, and we’ll tell you if that’s the case. But if what you’ve read here sounds like what you need, get in touch.