Cell C says that as it continues to drive its business transformation and momentum following its brand revitalisation, the choice of PHD was driven by a shared commitment to customer insights, innovation and leveraging technology for impact.

PHD's globally recognised approach to audience intelligence, media strategy and behavioural planning will play a key role in helping Cell C connect with South Africans in more meaningful, personalised and relevant ways, says Cell C. 

"At Cell C, everything starts with our customers, how we show up for them, how we serve them and how we grow with them. We don't just talk about putting people first, we live it. That is why PHD stood out. The PHD team demonstrated a unique understanding of South African consumers and how to reach them with heart, creativity and sharp thinking. More than that, they brought the challenger spirit, just like us. This is not your typical media deal; it's a real partnership rooted in shared values and a commitment to doing things differently. Together, we are bringing our purpose to life, to be true allies to the people we serve," says Melanie Forbes, Chief Marketing Officer at Cell C.

PHD South Africa, part of the Omnicom Media Group, brings deep local expertise and global best practices in data-led media solutions. Their human-centric philosophy made it a natural partner for Cell C's evolving media needs, as the brand seeks to meet customers where they are, digitally, culturally and emotionally, says Cell C.

"We are proud and inspired to partner with Cell C, a brand that shares our own ethos and challenger spirit, along with a relentless focus on people," says Anne Dearnaley, PHD South Africa CEO. "Our role is to go beyond technical ability, bring our passion and feisty energy to turn insights into action, to craft media experiences that feel personal, add value and help build stronger relationships with every customer."

Cell C concludes that through this collaboration, both organisations aim to deliver campaigns that speak to the real needs, aspirations and lifestyles of South Africans, while accelerating Cell C's growth as a competitive, caring and human-centred brand.

For more information, visit www.cellc.co.za. You can also follow Cell C on Facebook, X, or on Instagram. 

*Image courtesy of contributor