About Me
My career began in New York City in 2000, where I freelanced at Chadwick Communications where I was trained in the discipline of clear, audience-focused business writing. At the same time, I took a temporary job, as their front-of-house receptionist at Fred Alger Management in the World Trade Center. A year later, every person I had worked with in that office lost their lives on 9/11. That experience sharpened my sense of urgency, gratitude and perspective. It reminded me early on in my career that opportunities should be seized, creativity should be celebrated, and work should matter.
From there my journey became intentionally diverse. I worked across agencies, B2C brands, creative studios, consulting environments and even scripted for television — including writing a six-part series for Red Bull Media House Austria. That multi-disciplinary path shaped me into a marketing all-rounder, equally comfortable ideating, writing, directing, producing or building brands from scratch. It also gave me a rare crossover view: I’ve worked on the agency side and the client side — and each discipline has informed the other.
Lauren in New York City in late 2000
2018-2025: Building a Challenger Brand: Eight Years of Creative Agility Stand-out Ideation at Euphoria Telecom
In 2018, I made a deliberate decision to shift fully into client-side brand building and joined Euphoria Telecom — a company with a brilliant product, an exceptional culture, and enormous potential.
I joined Euphoria at a time when the company had made huge strides but had no formal marketing function to guide or support its growth. What we did have was an incredible product, great customer sentiment, a solid SEO strategy and a vibrant internal culture centered around customer service. There was no marketing team or department in place though and no defined brand to promote – so I set about building both simultaneously.
With a background in branding, creative direction and marketing, I stepped into all three roles from day one: developing the brand from the ground up and creating a full creative studio entirely in-house. For several years this small studio consisted of myself and Althea Solomons, a talented designer with a flair for illustration. Our tiny team of two produced reams and reams of creative content, internal communication and event concepts – all without any agency support. And it was only in 2023 that our duo expanded into a trio with the addition of a keen junior designer – Refilwe Saohatse – who also supported me in marketing administration, which was a huge help. And then in 2025 our trio became a quartet when we welcomed our first in-house digital resource Liam Alexander. This allowed us to finally bring all SEO and PPC work in-house.
Even with this growth, Euphoria’s marketing and creative output continues to be driven by a small, hands-on team, and I’m proud of what we’ve achieved together. Our approach has proven that companies don’t need large marketing departments or big budgets to deliver high-quality work consistently – but it does require commitment, adaptability and a willingness to wear many hats.
When all is said and done spearheading growth in the voIP space is extremely challenging as the sector is highly competitive but I am glad to have played a major role in doubling our customer base from 3,000+ in 2018 to over 6,000+ businesses in 2025. This includes steering the brand through the Covid era, where rapidly produced video content promoting Euphoria’s robust remote working capabilities was timeously released, resulting in booming sales for the business.
Our lean, multidisciplinary marketing team continues to grow the Euphoria brand and connect with customers nationwide – while proudly proving that B2B marketing doesn’t have to be boring!
The Campaign Era: Momentum, Volume and Brand Personality (2019–2024)
A sharpened SEO strategy - 40+ industry vertical landing pages and blog pieces were introduced to target multiple sectors at scale
Cost-effective Video and Voice-Note Testimonials — a repeatable, low-barrier, high-authenticity content format
CSI Done differently
TokaiMTB emergency number — a high-energy CSI awareness campaign that proved that doing good doesn’t have to be dull
Remember to Think Pink — an end to end CSI initiative supporting breast cancer recovery
The He(ART) gallery - An Interactive Art Gallery that supports breast cancer survivors
CSI: Overberg BMX Club — heart-led storytelling supporting community upliftment
Cost-effective lead generation
Takealot Referral Programme — a passive lead generator that continues to consistently deliver new business with little to no spend
Blackout Friday — a load-shedding-era problem/solution PR campaign with massive traction
Pin the hole golf day activation - small spend, big impact
The Campaign Era: Momentum, Volume and Brand Personality (2019–2024)
Each of these layered something onto the brand — humour, humanity, salience, trust, reach, or memorability.
Ball Call — our partnership with Africa Padel
Elevator Pitch — a bold radio concept developed in-house for broadcast on JacarandaFM
"Set Your Office Phone Free" - our largest commercial campaign to date in 2023 and Beyond
The single idea that unlocked the Euphoria brand more than any other came from a simple product truth:
With Euphoria your office phone is fully mobile.
The problem? Most businesses still thought “desk phone.” They didn’t know that their business line could travel with them — that their office could effectively be in their pocket.
The question became: How do we dramatise that truth in a way that nobody forgets?
The answer was Miles — a fully functional business phone on wheels. A mascot, a metaphor and a memory device. If your phone can physically move through the world, then so can your business.
That idea became the “Set Your Office Phone Free” campaign — and it changed everything. Miles went on to star in more than 20 TV-style spots filmed across South Africa, all on shoestring budgets and tiny crews, written, directed and produced in-house. I even remote-directed international shoots in London, Berlin and in the Namibian desert!
Miles gave the brand:
- a personality,
- a sense of humour,
- emotional warmth, and
- a visual idea that no competitor could imitate.
He transformed an intangible concept — mobility — into something physical, playful and unforgettable. He remains an active brand asset, including at our 15th Birthday celebration, where broadcaster Darren “Whackhead” Simpson prank called guests and pedestrians along the Camps Bay promenade with Miles in hand.
A single creative idea became a multi-year campaign with longevity and elasticity. That is the power of an agile idea entered around the right brand device.
Our Flagship Ads Were Filmed in Namibia, London and Berlin
2025: 15th Birthday Celebration with Darren "Whackhead" Simpson
In 2025, we celebrated Euphoria’s 15th Birthday at the gorgeous Victoria Cocktail Lounge in Camps Bay. It was a night to take stock of how far the business and the brand – has come.
The celebration, the prank booth, the nostalgia, the humour, the customers, our mascot Miles — it reflected what the brand has grown into: warm, memorable, confident, and unmistakably service-centric.
Gregg Fox of SupersSonic
Our first studio shoot with ‘Miles’ in 2023.
Lauren and Michael at Euphoria Telecom's 15th Birthday Party
Where the Brand Stands Now
Eight years later, Euphoria has:
- a clear brand world,
- a defined tone of voice,
- a strong emotional identity,
- a bank of memorable campaigns,
- a mascot with longevity, and
- a coherent platform for future growth.
Our product was always exceptional and now it has the brand to match.
Personal Reflection
The Euphoria chapter has been one of the most creatively challenging and meaningful stretches of my career. It has allowed me to prove that bold creativity can transform even the most technical category.
As I see it great concepts travel. Strong ideation is the key to effective brand-building – whether you’re in the B2C or the B2B space.
Euphoria has taught me that even in a functional category, you can build a brand with warmth, wit, heart and humanity — and that a single strong idea, executed with imagination and consistency, can shift perception at scale. As the next chapters in the story of the Euphoria Brand unfold, there really is no limit to what can be achieved.
— Lauren Pybus
Marketing Manager & Creative Director
Euphoria Telecom
Lauren in the press
CSR Done Differently: How Corporate Internal Marketing Departments Can Support Non-profits
Corporate social responsibility (CSR) has evolved from a tick-box exercise to a key pillar in supporting communities and building a company’s reputation as responsible corporate citizens, says Lauren Pybus, National Marketing Manager of Euphoria Telecom.
Closing the Gap Between Brand Salience and Product Consideration in B2B Marketing
In a saturated market, brand salience is not enough to win consumers over. Awareness can put a brand in consumers’ minds, but it rarely moves the needle toward genuine interest or purchase intent, says Lauren Pybus, Marketing Manager at Euphoria Telecom.
5 B2B marketing strategies to outsmart AI and win your audience
B2B marketing has never been simple, and changing search habits plus the rise of AI are making it even tougher for brands to capture attention. Here are five ways B2B marketers can adapt and stay relevant in this changing landscape.
Read more…