Angie Hattingh officially joined Superunion Africa as its strategic planning director this month. She moves across from Ogilvy, where she held the senior digital strategist role for almost three years.
Commenting on her move, Hattingh said, "I'm looking forward to building out Superunion's strategic capabilities – which are already very strong – and helping them create growth for their clients with distinctive, compelling and immersive brands."
Hattingh's varied career experience includes serving as an online magazine editor for seven years before moving into advertising in 2011 as a hybrid creative and strategic digital specialist. As she advanced to a creative director role, she realised that one of the things that separated the good from the great was a natural ability to find strategically strong insights, married with a clear view of the brand's direction. Equally, when creatives often struggle, it is because of weak strategic direction. She added, "So, I decided to focus specifically on strategy as a way of improving the quality of the work and helping to unlock creative thought."
With a bachelor's degree in philosophy and psychology and an honours degree in psychology, Hattingh is equipped and inclined to ask the right questions related to the human mind in the world. She's also qualified in fashion design and user experience design.
Superunion Africa managing director, Mathew Weiss, is pleased to have Hattingh join the agency. He expressed, "Angie boasts a combination of systemic and experiential thinking. She inherently understands what makes for powerful consumer experiences, and she brings with her significant experience having worked with purposeful brands – all of which is sought-after these days. As branding has moved out of the 'here is your logo' space into being fully immersive identity systems that sculpt experiences and behaviour, influencing the world around it, I'm confident that she will make a positive impact on our team and our clients."