we believe in the power of individual influence.
As one of South Africa's pioneering influencer marketing agencies, we've spent years helping brands navigate the ever-evolving creator landscape. But one thing has never changed: People remain at the heart of everything we do. We believe the most effective influencer marketing is built on genuine relationships that not only drive results today, but create lasting impact tomorrow.
People shape culture.
Culture doesn't shift through brand messaging alone. It shifts because people influence people.
The products we buy, the places we visit and the brands we trust are shaped through everyday interactions, recommendations and observations. Real influence happens in conversations, communities, routines, and moments of genuine connection.
That's why we believe brands need to show up where real decisions are made. Through partnerships with trusted creators, brands become part of authentic, culturally relevant stories that audiences actually see themselves in, engage with, and act on.
But influence isn't built overnight. It's built through consistency, credibility and repeated exposure. It's the difference between being noticed once and becoming a brand that people actively choose.
When done well, creator collaborations don't simply generate content. They spark conversations, shape perceptions and drive behaviour change. That's where real influence lives.
People First
We build relationships before campaigns. Whether we're working with clients, creators or partners, we believe respect, trust and empathy create stronger collaborations and better outcomes.
Collaboration Over Control
The best ideas rarely come from one person. We create space for brands, creators and our team to contribute and co-create meaningfully throughout the process.
Strategic Curiosity
We ask questions before we provide answers. Understanding the challenge beneath the brief allows us to build solutions that create lasting value.
Authenticity Matters
The most effective creator partnerships feel natural. We prioritise genuine alignment between brands, creators and audiences over forced endorsements.
Our people
It all started with a simple belief: people influence people more powerfully than brands ever can.
In 2018, Philippa McCann Davies founded P.H.I. with a vision to help brands connect with audiences in a more authentic and meaningful way. At a time when influencer marketing was still finding its feet in South Africa, she saw an opportunity to build an agency dedicated entirely to the power of human influence.
That belief remains unchanged. What has changed is the team behind it. Today, that vision has grown into a team of curious thinkers, campaign managers and creator specialists who deliver some of the country's most impactful creator collaborations. Together, they have built a business that remains proudly people-first in everything it does.
Phi may have started the journey, but P.H.I. has always been a team sport. Its success is the result of an exceptional group of individuals who continue to challenge, evolve and raise the standard of influencer marketing every day.
"The best ideas rarely come from one person. My role is to create an environment where talented people can do their best work together." - Philippa McCann Davies
