Condon's joined on Saturday, 1 February and will her role will see her dealing with all executive and management functions going forward. She will also be involved in building the agency's brand and reputation from both an internal and external perspective and will spearhead new business acquisition.

Condon began her career at FCB, where she spent 13 years in various roles that culminated in her becoming the agency’s commercial manager. She then moved to Metropolitan Republic as its group operations director, where she managed the operational side of the business across Africa, including:
  • South Africa
  • Uganda
  • Rwanda
  • eSwatini, and
  • Zambia.
In 2015, Condon established her own business called Read Between The Lines. The company provided management consultancy services to agencies throughout the country and assisted them to grow through training and mentorship in spheres including:
  • management
  • workflow efficiency, and
  • new business acquisition.
While running her consultancy business, Condon reports that a close relationship developed with ETIKET and Sum of 21. Over the past two years, she says that she became an integral part of the team and it is this relationship that has ultimately led to her permanent appointment as group MD for the two advertising innovators.

"I'm incredibly excited to take on this opportunity and work with the teams at ETIKET and Sum of 21 as we embark on positively evolving our service offerings," says Condon.

"My years of industry experience — as well as the journey I have taken over the past five years of being an entrepreneur, building my business and other businesses from the ground up, working on large multinational pitches and lecturing students at Red and Yellow and AAA — has prepared me for this role," says Condon.

"The values held by the teams at ETIKET and Sum of 21 are aligned to mine, making it an easy decision to take on this challenging, but immensely rewarding task," adds Condon.

According to the group, the role of Janhendrik Oosthuizen — the current group CEO — was altered to make room for Sam's inclusion in the Exco team. Janhendrik will now fulfill the role of chief vision officer for the group, and being the holder, communicator and protector of the group's vision.

He will focus on the future and where the various companies are going, while Sam will focus on the execution of the business plan, ensuring the right steps are taken for the group to meet its objectives.

"We are entering our 13th year in the industry, and the introduction of Condon means that I will be able to grow our product offering and develop opportunities to enhance our human impact methodology, while Condon will take over the executive and management duties," concludes Oosthuizen. 

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