Nestled at the southern tip of Africa, 99c is a full-service independent agency that captures the vibrant, complex, and creative energy of its home city, Cape Town. As the newest member of the Worldwide Partners network, 99c brings a unique fusion of human insight and technological innovation to the table—driven by the belief that great ideas grounded in strategy still matter more than ever.

A World-Class African Agency

“Cape Town is cosmopolitan and an unexpectedly world-class African city,” says Andrew Brand, CEO of 99c. “It’s beautifully located close to incredible mountains, beaches, winelands, and nature. The architecture is a blend of colonial and modern, and the people are warm and accommodating.”

This rich cultural and geographical backdrop influences 99c’s work, inspiring creativity that is both authentically South African and globally relevant. The agency’s team thrives on diversity, not just in the landscape and people, but in the dynamic marketing environment that defines South Africa.

Client Partnerships that Drive Growth

99c’s client roster is as impressive as it is diverse. The agency serves as Agency of Record for over 15 brands within the Shoprite Group, Africa’s largest retail chain. It also leads communications for Spur Corporation, South Africa’s beloved family restaurant chain, and Ackermans, a leading value clothing retailer.

Their work for Checkers, South Africa’s fastest-growing supermarket chain, stands out as a recent highlight, demonstrating the agency’s ability to deliver creative solutions that are both strategically sharp and commercially effective.

The 99c Philosophy: “Doing Work That Works”

At the core of 99c’s approach is a simple yet powerful philosophy: Doing work that works by fusing human creativity with AI and tech that bring scale, speed, and efficiency.

The agency doesn’t just adopt technology—it harnesses it to amplify human ingenuity. This mindset ensures that while AI tools provide precision and speed, creativity and strategy remain at the heart of everything they do. As Brand puts it, “There has never been a greater need for breakthrough creative based on genuine insight and strategic brilliance—proving that human ingenuity is still vital.”

Strength in Retail, Power in Insight

While 99c has deep roots in retail, its expertise extends well beyond that. The agency’s retail strength has been transferred successfully to non-retail clients, enabling them to deliver campaigns that are authentic, actionable, and growth-focused. This cross-sector agility allows 99c to build brands while driving measurable business results, a hallmark of effective modern marketing.

Navigating a Complex Market with Purpose

South Africa’s advertising landscape is unlike any other. Diverse, multilingual, and layered with cultural, economic, and political complexities. “It’s a market with multiple languages, ethnicities, and regions,” Brand explains. “We have to work incredibly hard for our clients to break through because South African culture is so diverse.”

This complexity drives innovation at 99c, pushing the agency to craft campaigns that resonate across audiences and connect meaningfully with consumers from all walks of life.

Looking Ahead: The AI Era and Human Creativity

When asked about the biggest trend shaping advertising today, Brand doesn’t hesitate: AI adoption. Yet, while technology reshapes the industry, 99c remains steadfast in its belief that the human element will never be replaced. The future of advertising, in their view, lies in the intelligent blend of both, where data and creativity coalesce to drive meaningful impact.

Joining a Global Collective of Independent Thinkers

Becoming part of Worldwide Partners is a natural step for 99c. “We value access to similarly curious minds, growth opportunities, and joining a collective body focused on providing better services to clients,” says Brand.

With a proven track record in driving results and a forward-looking philosophy that champions both innovation and creativity, 99c is set to be a valuable addition to the Worldwide Partners network, and a true example of how independent agencies can lead the way in a rapidly evolving global industry.