I am a creative strategist and designer with 20 years of agency experience, turning insights into big ideas. I have led teams across advertising, digital, brand design, and culture & engagement, with a focus on strategy, creative direction, and collaborative problem-solving. My work spans brand positioning, storytelling, and internal engagement, always driven by clear purpose and measurable impact. I thrive in dynamic environments, value ethical collaboration, and am Design Thinking trained. I am curious, diligent, and passionate about amplifying what matters most for brands and people through well-crafted ideas and meaningful experiences.…

Sabine Hogguer

I am a creative strategist and designer with 20 years of agency experience, turning insights into big ideas. I have led teams across advertising, digital, brand design, and culture & engagement, with a focus on strategy, creative direction, and collaborative problem-solving. My work spans brand positioning, storytelling, and internal engagement, always driven by clear purpose and measurable impact. I thrive in dynamic environments, value ethical collaboration, and am Design Thinking trained. I am curious, diligent, and passionate about amplifying what matters most for brands and people through well-crafted ideas and meaningful experiences.…

Available to hire

I am a creative strategist and designer with 20 years of agency experience, turning insights into big ideas. I have led teams across advertising, digital, brand design, and culture & engagement, with a focus on strategy, creative direction, and collaborative problem-solving. My work spans brand positioning, storytelling, and internal engagement, always driven by clear purpose and measurable impact.

I thrive in dynamic environments, value ethical collaboration, and am Design Thinking trained. I am curious, diligent, and passionate about amplifying what matters most for brands and people through well-crafted ideas and meaningful experiences.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Strategy Director at Designworks
April 1, 2018 - January 1, 2019
Strategic brand leadership; development of brand positioning, creative territories, and campaigns; conducted qualitative research and facilitated workshops to derive actionable insights.
Strategy Director at Hula Design
September 11, 2023 - March 5, 2026
Led the strategy team and strategic work for Fonterra brands Nutiani, Anchor Food Professionals, NZMP, and other clients including One NZ and Openly. Responsibilities included global brand strategy, messaging frameworks, workshops, and stakeholder engagement.
Senior Strategist at Saturday
October 1, 2015 - September 1, 2016
Contract/short-term strategy and creative leadership for campaigns and brand engagements.
Senior Strategist at Richards Partners / Brian R Richards Ltd
July 1, 2014 - October 1, 2015
Led creative strategy and brand storytelling for a range of clients; developed messaging and campaign concepts across multiple sectors.
Independent Senior Strategist at Dusty Road
January 1, 2019 - September 1, 2023
Provided senior strategic guidance to agency clients; focused on brand positioning, communications strategy, and concept development.
Senior Creative & Strategist at Maxim Group
December 1, 2008 - June 1, 2010
Dual-role Senior Creative & Strategist working on high-profile clients such as NZTE, Brand New Zealand, Kiwibank, Meridian, and more; integrated campaigns and brand work.
Senior Art Director at The Pond
January 1, 2006 - December 31, 2008
Senior Art Director and Creative Strategist; contracted to agencies including DDB, Mojo, Ogilvy, Grey; managed key accounts such as Telecom, ANZ, and NZ Lotteries.
Owner/Director at Jiminy
June 1, 2010 - May 1, 2015
Founded and led a digital agency; delivered client work across multiple sectors including Columbus Coffee, Lumley Insurance, ENJO, and travel brands; led business development and creative output.
Art Director at FCB
November 1, 1994 - December 31, 2000
Directed art direction for major campaigns, collaborating with copywriters and clients to deliver integrated solutions.
Senior Creative & Strategist at Maxim Group
February 1, 2003 - December 31, 2005
Dual role encompassing creative and strategic responsibilities for a variety of clients and projects.
Senior Creative at Maxim Group
December 1, 2008 - June 30, 2010
Led creative programs for Lumley Insurance and the Auckland Philharmonia Orchestra, aligning brand narratives with business goals.

Education

Bachelor of Fine Arts, Graphic Design at University of Canterbury
January 1, 1988 - December 31, 1992
Post-Baccalaureate in Advertising and Communication at Academy of Art University, San Francisco
January 1, 1993 - December 31, 1994
Post-Baccalaureate in Advertising and Communication at Academy of Art University, San Francisco
January 1, 1993 - December 31, 1994
Bachelor of Fine Arts, Graphic Design at University of Canterbury
January 1, 1988 - December 31, 1992

Qualifications

Rotary Graduate Scholarship – full scholarship
January 11, 2030 - May 23, 2026
Best Campaign – Academy of Art College, annual show
January 11, 2030 - May 23, 2026
Gold Axis – Marsden Inch Award for emerging creative talent
January 11, 2030 - May 23, 2026

Industry Experience

Professional Services, Software & Internet, Travel & Hospitality, Retail, Agriculture & Mining, Energy & Utilities, Consumer Goods, Government, Telecommunications, Financial Services, Healthcare, Education, Life Sciences, Media & Entertainment, Other

Skills

Experience Level