Marthinus JC van Loggerenberg

Joining the USF advertising program in fall 2018, Professor van Loggerenberg brought with him 20 years of industry experience, including lead positions across a number of roles: strategic planning at international digital and traditional advertising agencies such as Foote, Cone and Belding (FCB), branded entertainment production for television, and advertising and marketing manager roles at top retail and music entertainment companies. Prior to joining USF, Marthinus oversaw the brand and business leadership department at the Vega School of Brand Leadership in South Africa.

In addition to South Africa and the US, Marthinus has also lived in the UK. He loves touring and experiencing different cultures, like running with the bulls in Spain, and has many more adventures on his bucket list which he hopes to fulfill in the near future.

• Creative brand strategy
• Brand identity, design and narrative
• Branded content and entertainment
• Word of mouth and influencer marketing
• Generation studies and trend forecasting

• Branded content and entertainment
• Brand communication and advertising curriculum development
• Word of mouth and influencer marketing

• Stellenbosch Business School, PhD in Business Management and Administration (Brand Strategy), 2017
• Stellenbosch Business School, MBA (cum laude), 2009
• AAA School of Advertising, IMC Post Grad, 2000
• University of Pretoria, BComm (Law), 1998

• Head of Digital Strategy, HelloFCB+
• Senior Strategic Planner, FCB Africa
• Head of Brand & Business Leadership, IIE Vega School
• Marketing Manager, Galaxy & Co Jewelers
• Advertising Manager, Musica

• Association for Communication and Advertising South Africa APEX Strategy Awards Finalist, 2017
• Dr. Charles Freysen Teaching Excellence Award, IIE Vega School National Lecturer of the Year, 2012
• Global Business & Technology Association (GBATA) Annual International Conference, Best Paper of the Conference Award, 2010

• van Loggerenberg, M.J.C., C. Enslin & M. Terblanche-Smit (2023) A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives, Journal of Brand Strategy, Vol. 11, No. 3, pp.1-17, ISSN (print): 2045-855X, ISSN (web): 2045-8568

• Ang, L., C. Buzeta, M. Hirose, M.J.C. van Loggerenberg, G. van Noort, R. Uribe & H.A.M. Voorveld (2022). An international perspective of the academic-practitioner divide in advertising: An exploratory study into its causes and solutions, International Journal of Advertising

• van Loggerenberg, M.J.C., C. Enslin & M. Terblanche-Smit (2021). Creating Branded Entertainment that Resonates: Perspectives of Multinational Award Winners, in: Waiguny, M.K.J., Rosengren, S. (eds) Advances in Advertising Research (Vol. XI). European Advertising Academy. Springer Gabler, Wiesbaden. 

• van Loggerenberg, M.J.C., C. Enslin & M. Terblanche-Smit (2021) Towards a definition for branded entertainment: An exploratory study, Journal of Marketing Communications, Vol. 27, No. 3, pp.322-342

• van Loggerenberg, M.J.C. & F. Herbst. (2010) Word-of-mouth marketing to a female emerging market: A South African perspective, The Journal of Digital Marketing, Vol. 1, No.2, pp. 107-127. Research Science Press, ISSN: 2229-595X