Professor Marthinus JC van Loggerenberg

Marthinus JC van Loggerenberg

Associate Professor

Program Director
Full-Time Faculty


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

Research Areas

  • 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

Prior Experience

  • 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

Awards & Distinctions

  • 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

Selected Publications