Gaby de Abreu
Group Executive Creative Director
Gaby is the executive creative director of Switch. His extensive experience in all aspects of brand identity and communication design has seen him work at the forefront of projects for the Coca-Cola Company, SAB Miller, Four Seasons Hotels & Resorts, FIFA, Famous Brands and MTN.
Gaby’s portfolio of designs includes the 2010 FIFA World Cup identity and branding programme, the 2009 FIFA Confederations Cup identity and branding programme, Coca-Cola’s 2004 Olympic design campaign and the Springbok rugby identity, among others.
Gaby has received numerous local and international awards for his work in packaging and branding, and has served as a jury member on various design panels, such as the Cannes Lions and The Loerie Awards.
Group Executive Director
Larry Shiller is a co-founder and executive director of Switch Brand Communication.
After studying marketing and business management at Wits, Larry went on to gain valuable experience as the advertising manager and then market research and development manager at The Coca-Cola Company.
Larry broke into the mainstream branding industry when he was approached by one of the leading design agencies of the time to join its team as a business director. The business unit offered all three design disciplines namely graphic, industrial and interior architectural design, and thus provided a unique opportunity for him to cross from one discipline to the next seamlessly. He has solid experience in a number of varied industries including the Pharmaceutical, Hospitality and Leisure, FMCG, Automotive, Retail and Petro Chemical industries.
He counts the co-founding of Switch and its offices in Johannesburg, Cape Town and London with Gaby de Abreu, and S’bu Manqele 15 years ago as a significant achievement and maintains that Switch’s leading position in the market represents the collective achievement of his partners and associates.
In terms of the future role of the industry, Larry believes that clients will increasingly see branding agencies as end-to-end consultants to them and their businesses. As such, he maintains that consultancies need to be ready to provide astute advice in a holistic manner while simultaneously delivering a full spectrum of branding and communication services.
Group Executive Director
S’bu Manqele is an executive director at Switch. He was born and raised on the North Coast of KwaZulu-Natal. He graduated from the University of Fort Hare and started his career in the textile industry with Tongaat Textiles as a divisional marketing trainee.
His marketing career spans across blue chip companies like Unilever, Adcock Ingram, South African Breweries, The Coca-Cola Company and The SABC. S’bu has also worked outside the borders of South Africa with an emphasis on marketing and business development in the broadcast industry. This includes M-Net Africa and African Broadcast Network and business development for Switch.
S’bu has served as Chairman of the Advisory Council for UNISA Centre for Corporate Citizenship, a member of the Advisory Committee for UNITECH, a board member for the Branding Council of South Africa and a Global Advisory Council Member at World Brand Congress.
S’bu started his career in the communication and design industry at KSDP Pentagraph (The Brand Union) followed by Hercules Advertising. While working for the SABC as head of marketing, he was once more invited back into the world of creativity and joined The Switch Group as a partner. He is involved in the day-to-day operation of the business in the role of new business development, and has worked on accounts including Kelloggs, The Coca-Cola Company, FIFA, MTN, Transnet, ACSA and The PIC, to name a few. S’bu is also responsible for the development of the Switch business on the African continent.
S’bu has just completed an MBA in International Business through the University of Liverpool.
Creative Director Advertising
Sulet is the creative director for Branding & Design at Switch. Her interests include poster design, packaging, identity design and illustration. Her growing body of work includes well-known brands such as Investec, MTN, National Brands, Exclusive Books, Coca-Cola and SABC, as well as many smaller, niche brands.
Design that can surprise and delight is top of mind for Sulet. Collaboration and being able to draw inspiration from various design disciplines play a crucial role in her work philosophy. Apart from graphic design, Sulet also experiments with industrial design, as seen in one of her recent projects where she designed a modular bench to help create safer living environments in rural South Africa.
Her list of accolades currently includes receiving a bronze Antalis Art of Design certificate, being listed as a Loerie finalist and winning two bronze Loeries. She also served as a jury member on the design panels at both the Loeries and the Cannes Lions.
Sulet is a practical thinker and her hands-on approach to each new project that comes her way is a true reflection of her creativity, her ambition and her character.
Executive Human Resources Director
– Cape Town
Simon Arenhold is the managing director of Switch Cape Town. Prior to joining the company in 2004, he worked for a leading hedge fund in London across the US, European and Japanese financial markets. Simon has a particular passion and grasp of financial services brand communication and public sector brand development having delivered a new emblem for the Parliament of the Republic of South Africa and MyCiTi, Cape Town’s bus rapid transit system.
Craig heads the engagement team at switch with objective of guiding our clients to unlock employee engagement in order to deliver sustainable high performance cultures. Craig’s extensive hands on experience has enabled him to spend many years observing, monitoring and studying the various aspects of corporate culture and human behaviour that relate to delivering high performance teams and cultures. Craig believes that business strategies, projects, processes, systems and business imperatives are best driven and delivered by engaged people who have a sense of with purpose; simply put purposeful engaged people are inspired to embrace change and use their talents to accomplish remarkable things.
Craig is a lateral thinker, an innovator and is driven by delivering sustainable results; he is passionate about people and has an inherent belief that all people have an inner genius that is dying to be explored, developed and used on a daily basis. His fascination with the mathematical form of normal distribution makes for interesting debate on how corporate cultures form, move and mutate.
Tim runs our London studio and has overall responsibility for business development, team management, and our relationships with external partners.
He’s worked in corporate, consumer and retail branding for over 15 years with some of the UK’s leading creative agencies. Consumer insight, brand strategy, creative execution, marketing activation and client development are all central to his role. He has extensive experience in managing and delivering large (and small) brands with multiple stakeholders, to multiple audiences, through multiple channels, in multi-national markets. He works closely with Switch’s clients to develop their branding, marketing and communications strategies, and activation programmes, to deliver 360-degree engagement.
Tim has a Master’s Degree in Design Management, at Distinction level, and thrives in a strategic and creative environment. His key clients have included BAA, Breuninger (Germany), CBRE, Christie+Co, Dunhill Tobacco, EE, English Heritage, Fortnum & Mason, FOXTEL (Australia), GfK, Investec, Macmillan Cancer Support, NHS England, Salam Group (UAE and Qatar), and Terra Firma.
Away from work Tim’s a keen sportsman, competing internationally in Ironman triathlons (All World Athlete silver status), marathons, sportives and open water swimming. He’s a qualified rugby coach and gym instructor, a former representative rugby player, and also enjoys yoga, skiing, scuba diving and trekking.
Ljubica discovered her passion for design at an early age, while helping her father with his publishing business. She graduated from the Academy of Applied Arts in Belgrade having specialised in branding and visual communications. From there she travelled to Paris and London, building up a portfolio of recognised international B2B and B2C clients in variety of fields including branding, advertising, publishing and web. She joined Switch in 2012 and is in charge of creative and design work produced by the London studio.