This wasn't just a celebration of our past. It was an opportunity to inspire others by showcasing what's possible when technology and people come together to solve real-world problems. 

This milestone also offered us a rare opportunity to reflect, recommit and reimagine. We wanted to honour our legacy while igniting new energy around our brand. I knew it had to be meaningful, emotionally resonant, and above all, authentic to who we are as Altron. 

Honouring the Spirit of Johannesburg 

Over the past year, the conversation around Johannesburg has grown increasingly polarised. The city's challenges are real — but so is its resilience. That spirit of resilience and renewal mirrors our own journey at Altron. We're kindred spirits with this city — a meeting place for opportunity and optimism.  

I didn't want our 60th to be a once-off celebration. I wanted it to be a storytelling platform — one that celebrated the generations of entrepreneurs, businesses and communities who built Johannesburg and continue to shape it. Some of them are Altron's founders. Others are our customers and partners. All are part of the city's 138-year journey. 

That's why we partnered with historian Michael Charton to craft a bespoke narrative that brought Joburg's story to life. His live performances in April were more than a history lesson, it was a tribute to the city's vibrancy, industry and determination. It reminded us that this city was built on a foundation of resilience, optimism and opportunity. And it set the stage for something bigger — a united effort to reimagine Joburg as Africa's innovation hub. 

Building Our Brand, One Real-World Problem at a Time 

Why Joburg? Because it's where our roots are. But more importantly, because our collective success as business leaders is tied to the well-being of this city. When Bill Venter founded Altron in 1965 (on April Fools' Day, in fact), he joked that if it failed, he could laugh it off. But it didn't fail. From a small start-up in Boksburg to a tech powerhouse, his legacy lives on in our business today. 

When I joined Altron in 2023, I was surprised by how little I knew about the brand, despite nearly two decades in tech. Altron was still one of South Africa's best-kept secrets. Since then, we've built a marketing engine that brings our purpose to life and aligns brand strategy with business outcomes. We're not just building awareness — we're driving impact. 

Storytelling With Substance 

Every strong brand strategy needs a creative hook, a human truth and measurable outcomes. Our 60th birthday celebrations had all three: 

Creative Hook

We didn't just mark an anniversary — we launched a purpose. By telling stories about how data, tech and human ingenuity can solve real-world problems in Joburg, we created emotional resonance and civic engagement at a time when pride in the city was waning.

Human Truth

Like Altron, Joburg was built on resilience, hustle and optimism. This parallel became the heart of our campaign and the backbone of our partnership with Jozi My Jozi — a people-powered movement to channel passion for the Joburg into meaningful change.

Business Outcomes

Employee engagement soared, with over a thousand blankets donated to the homeless through Jozi My Jozi. We hosted 20 captains of industry at the inaugural Michael Charton performance. Website traffic rose by 13%, contact submissions jumped 75% and social media impressions doubled. But the most powerful feedback? An employee says, "That made me proud to work for Altron". A customer asks, "How can we collaborate to rebuild the city?" 

The Next 60 (or 60 Weeks) 

What began as a birthday celebration has become a blueprint for a long-term storytelling platform that ties marketing to business growth, community upliftment and tech-led impact. We're building on this momentum by:

  • aligning employee giving and volunteering with Jozi My Jozi projects
  • supporting beautification efforts to instil civic pride
  • accelerating investment in education to equip youth with ICT skills, and
  • creating tech-enabled solutions through our Transformative Growth Forum and customer-led initiatives. 

This is marketing that does more than sell. It's rooted in purpose, built on partnerships and focused on real impact. For 60 years, Altron has solved real-world problems — from the everyday to the epic. And as we look ahead, our commitment remains: to use the best of our data, our technology and our people's ingenuity to build a simpler, safer and smarter tomorrow. Starting with Johannesburg. 

Because solving real-world problems isn't just good business. It's the only kind of business that matters. 

For more information, visit www.altron.com. You can also follow Altron on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor