The announcement signals a new phase in swipe’s growth as they expand the scope of their offering into other services within the digital landscape and in doing so further strengthening their already formidable position in the market.

Barbarossa’s core focus is developing robust content strategies for brands to leverage high quality, publisher grade content with which to engage
audiences in meaningful ways. Ultimately, it aims to establish a comprehensive inbound marketing channel that is able to drive profitable action for brands.

“The swipe team has achieved a lot in the past two years and we’ve laid some solid foundations on which to build out other aspects of the business.” Redelinghuys said. “We have some of the best technical minds in the industry and with the addition of Hendri and the Barbarossa team can take the business to entirely new frontiers.”

Lategan will take the position of CEO at swipe with Barbarossa founding partner, Kyle Hauptfleisch stepping in to take control of the content marketing operations, which will be rebranded as swipe media.

“We are tremendously excited to be joining such an incredible team of tech heavyweights.” Lategan said. “This move will allow us to combine our strategic thinking with world class execution, opening up virtually endless possibilities for our clients.”

Swipe has made considerable waves in the digital industry since first opening their doors only two years ago in April 2014, amassing an
impressive client roster which is comprised of some of the biggest media organisations in South Africa as well as a strong international client base. This includes Discovery Network, Primedia Broadcasting, DStv, Media24 and WeChat Africa to name only a few and the business shows no signs of slowing down.

Swipe co-founder, Deon Heunis, said: “This is the first of many growth strategies for swipe and we are very excited to have Hendri and Kyle on
board to help with the expansion of swipe’s service offering.” 

“By combining the strengths of these two distinct yet complementary businesses, swipe is poised to do the sort of groundbreaking work that will push the envelope of what is currently possible on web and mobile in South Africa,” Lategan concluded.

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