Meet the team
Creative Director & Marketing Manager
Connect on LinkedIn →Bold creative thinking, applied to a category that doesn't usually get it. I lead the brand, the campaigns and the in-house creative studio at Euphoria Telecom.
When I'm not at work
In my own words
It has to be our brand mascot, Miles — a fully functional business phone on wheels. He turned an intangible product truth (your office phone is fully mobile) into something physical, playful and unforgettable. He's starred in 20+ spots filmed on shoestring budgets across SA, London, Berlin and the Namibian desert.
Bold creativity can transform even the most technical category. Great concepts travel — strong ideation is the key to effective brand-building, whether you're in B2C or B2B. We've proven that a small team, a clear voice and one strong idea executed with imagination can shift perception at scale.
An exceptional product matched by an exceptional culture. Customer service genuinely is the brand — and once you build a creative world around that, the rest falls into place.
Lauren's role
A unique skill set: Lauren works across B2C and B2B, agency and corporate, creative and strategic. She started in agency B2C, moved into corporate B2B in-house leadership, and holds a master's in media theory and practice — effectively a master's in branding. That mix is what lets her move fluently between creative direction and brand strategy without losing the language of either.
B2B has a reputation for playing it safe — but it doesn't have to. Lauren leads the work that makes Euphoria the exception: campaigns built on sharp creative, real positioning, and a tone of voice that sounds like an actual person. Equally fluent in B2C from her agency years.
Euphoria's in-house creative studio is deliberately tiny — and the work that comes out of it doesn't look it. That's the skill: structuring a small, agile team to punch far above its headcount. The right hires, the right partners, the right workflows, and AI used only where it earns its place. With or without AI, the principle is the same — a lot of work out of the smallest possible team.
Brand isn't a logo and a colour palette. It's the sum of every decision a business makes in public. Lauren leads brand strategy and creative direction across Euphoria's entire footprint — from product launches to office fit-outs to the way the phones get answered.
AI doesn't replace creative teams — it changes the shape of what good ones look like. Lauren is actively building Euphoria's AI-assisted workflows for ideation, copy, design, and production, while keeping human judgement and brand voice at the centre.
Lauren spearheads Euphoria's corporate social investment programme — long-haul partnerships with charities and community organisations like Reach for Recovery, TokaiMTB, the Overberg BMX Club, Sunshine Cinema and the Gift of Sight Invitational. The differentiator is the creative IP: every campaign is ownable, repeatable creative produced by Euphoria's in-house studio that the partner organisation can use year after year. Creativity with legs, not a once-off cheque.
Written by Lauren
26 pieces on brand, marketing, and the work behind Euphoria Telecom — straight from Lauren.
Recommend Euphoria Telecom to a South African business — at a braai, on the golf course, anywhere. When they sign up, we send you a R1,000 Takealot voucher. Open to anyone, customer or not. Here's how it works.
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Ball Call started as an on-court promotion at Africa Padel — and it worked so well, we've decided to keep it going off-court too. Here's the next chapter: a free padel match and a sleeve of balls, no catch, at Africa Padel Claremont or Fourways.
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Auberge Burgundy Boutique Hotel & Spa is the winner of Euphoria Telecom's inaugural No Bull Prize — our R100,000 award for South African businesses that put customers first. Here's the announcement, the winner video, and a thank-you to every business who was nominated.
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Following on from a successful flagship exhibit at KAMERS/Makers, Stellenbosch in October, Euphoria Telecom and Reach for Recovery are now taking their new He(a
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Cloud-hosted Euphoria Telecom's full-service VoIP telephony platform has added another CRM tool to its third-party software integrations.
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Get to know one of the trail builders who keep the Tokai MTB Park in Cape Town running
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Euphoria Telecom is proud to sponsor and maintain the ever-popular Vasbyt Trail in the beautifully revamped Tokai Mountain Bike Park in Cape Town.
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Vasbyt Trail in the beautifully revamped Tokai Mountain Bike Park in Cape Town, more on Euphoria.
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Euphoria's Myles Kelsey of Bike Network, Skills Coach Joanna Dobinson and Euphoria CEO John Woollam enjoy an epic full-speed ride down Vasbyt.
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MTB rider Myles Kelsey of Bike Network and Stellenbosch-based Skills Coach Joanna Dobinson, who shred down Vasbyt with Euphoria Telecom CEO John Wooolam.
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For an incredible showcase of Vasbyt in all its glory, you can watch this awesome Flow video here, more on Euphoria.
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Euphoria Telecom sponsors and maintains the ever popular Vasbyt Trail. Vasbyt is approximately 1.5 kilometers long with a hundred-meter elevation drop. Read mor
Read the postLauren's favourite campaign to date
This is the campaign Lauren points to when asked what an in-house team can really do. Written and directed by Lauren, filmed on a cellphone, edited in-house, and starring Euphoria staff as the talent. The brief: poke fun at the things businesses cut first when budgets get tight — half cups of coffee, micro water coolers, a happy half hour — and make the point that there are far smarter ways to save money than chipping away at your staff. Switch to a phone system that can save you up to 50% on your monthly bill. That's exactly what Euphoria does. A small, agile team. One sharp idea. Tens of thousands of views, higher completion rates than the long-form work, and a campaign the team is genuinely proud of.
Cost Cutting
Happy Half Hour
The Downsize Surprise
Concept, script & direction: Lauren Pybus. Production, filming & edit: Euphoria's in-house creative studio. Cast: the Euphoria team.
At the heart of the role
Most corporates do CSI as a transaction — a charity asks for money, a cheque gets signed, the relationship ends until the next financial year. Euphoria does it differently, and that difference sits at the heart of how Lauren approaches the role.
The differentiator is the creative IP. Every CSI campaign Euphoria backs is spearheaded and produced by our in-house marketing studio — and the work isn't a once-off film or a single PR moment. It's an ownable, repeatable creative concept the partner organisation can use year after year. Creativity with legs.
The result is long-term partnerships — some going back many years — with charities and community organisations that get marketing firepower they couldn't access on their own, year after year, without rebuilding the work from scratch each time.
Explore Euphoria CSILauren on Euphoria's CSI partnerships
A word from my Marketing Manager — Lauren on The He(ART) Gallery
Of all the work I do at Euphoria, the CSI partnerships might be the part I'm proudest of. We're not the biggest company in South Africa — but we punch well above our weight on the work we put behind the causes we believe in. That's something I'd happily wake up for every Monday.
— Lauren Pybus
Frequently asked
Questions Lauren is regularly asked by founders, marketing leaders and brand teams thinking about their own creative function.
My journey
My career has been anything but a straight line. Agencies, B2C brands, creative studios, scripted television, in-house leadership — each step shaped how I think about brands today.
I freelanced at Chadwick Communications, where I learned the discipline of clear, audience-focused business writing. At the same time I took a temporary front-of-house role 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 that opportunities should be seized, creativity should be celebrated, and work should matter.
Agencies, B2C brands, creative studios, consulting environments, even scripted television — I wrote a six-part series for Red Bull Media House Austria along the way.
That multi-disciplinary path shaped me into a marketing all-rounder, equally at home ideating, writing, directing, producing or building brands from scratch. Working both sides — agency and client — meant each discipline informed the other.
Brilliant product. Exceptional culture. No formal marketing function. So I built one — brand, creative studio and team — from the ground up.
For years our in-house studio was just two of us. We expanded to three in 2023, then four in 2025 when we finally brought all SEO and PPC in-house. We've doubled the customer base from 3,000+ to over 6,000+ — and proved B2B marketing doesn't have to be boring.
A fully functional business phone on wheels. A mascot, a metaphor and a memory device — born from one product truth: with Euphoria, your office phone is fully mobile.
Miles has starred in 20+ TV-style spots filmed across South Africa, London, Berlin and the Namibian desert. Written, directed and produced in-house. He gave the brand a personality — and an idea no competitor could imitate.
We celebrated at the Victoria Cocktail Lounge in Camps Bay with broadcaster Darren "Whackhead" Simpson prank-calling guests and pedestrians along the Camps Bay promenade with Miles in hand.
The night reflected what the brand has grown into: warm, memorable, confident and unmistakably service-centric.
Eight years in, 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 whatever comes next.
The product was always exceptional. Now it has the brand to match.
Featured work
A hub of blog pieces and press articles covering the campaigns I've led at Euphoria, plus opinion pieces I've written on B2B marketing and creative strategy.
The CSI hub I built and lead at Euphoria — Reach for Recovery, TokaiMTB, Overberg BMX, Sunshine Cinema, Gift of Sight and more. Long-haul partnerships, scripted and produced by our in-house creative studio.
Read the postHow corporate marketing teams can become a genuine force for community impact — beyond tick-box CSR.
Read the articleIn a saturated market, awareness alone won't move the needle. Bridging salience and consideration is the real B2B challenge.
Read the articleFive practical ways B2B marketers can stay relevant as AI and changing search habits reshape attention.
Read the articleAnnouncement of the winner of Euphoria's inaugural No Bull Prize — Auberge Burgundy Boutique Hotel & Spa — plus the winner film and a thank-you to every business who was nominated.
Read the postThe story behind Euphoria's evergreen public referral offer — and why we chose a Takealot voucher (one of our longest-standing customers) as the thank-you.
Read the postBall Call started as an on-court promotion at Africa Padel — and worked so well we kept it going off-court. The continuation chapter, plus the Grand Outdoor Club Takeover story.
Read the postBehind the scenes of Euphoria's 15th birthday at the Victoria Cocktail Lounge — Whackhead's prank booth, Miles in the wild, and a brand showing its full personality.
Read the postA small-spend, big-impact golf day activation that proved good causes don't have to mean dull marketing.
Read the postYear two of our end-to-end CSI initiative supporting breast cancer recovery, in partnership with Reach for Recovery.
Read the postHow a simple visual idea grew into a full-blown awareness campaign with Reach for Recovery.
Read the postThe story behind our long-running breast cancer awareness partnership.
Read the postGiving a young South African filmmaker the platform to use film for community impact.
Read the postA campaign celebrating SA businesses that lead with integrity and excellence — no bull, no fluff.
Read the postHow "Ball Call" turned a product truth into an unforgettable padel-court activation.
Read the postBringing Miles, the brand and the team to Africa's biggest tech stage.
Read the postDesigning an office that reflects who we are — and where we're going.
Read the postHow a single product truth — savings — became a full marketing campaign.
Read the postMy take on how marketing teams can become genuine partners to non-profits.
Read the postPractical strategies for staying relevant as AI reshapes how audiences find brands.
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Euphoria Telecom has been in operation since 2010 and our very first customer – Altech Isis – is still with us 16 years later on a month-to-month contract.
Refer a business to Euphoria Telecom and get a R1,000 Takealot voucher if they sign up. This offer is available to customers and non-customers alike.
Let's get you startedFor partnerships, press, content collaborations or anything Euphoria-brand related — I'd love to hear from you.
