Whisper adds Elma Smit to branded content and digital team

Elma Smit has joined Whisper, having moved to the UK from South Africa to take up a permanent role with the team.

Smit has worked with Whisper in a freelance capacity on a number of South Africa-based projects.These have included leading a production team embedded with the World Champion Springboks during the recent Lions’ Tour and delivering a hard-hitting interview with Babalwa Latsha, the first African Women’s player to go professional.

In her new role, Smit will deliver as both a presenter and producer, working as part of Whisper’s branded content and digital team, alongside commercial director Geoff Riding, creative digital lead Joe Bennett and account director Samantha Lockett.

Her appointment brings additional strength to Whisper’s growing rugby team, which includes Whisper Cymru managing director Carys Owens, executive producer Matt Roberts, senior producer Harry Allen and former All Blacks captain Sean Fitzpatrick, who sits on Whisper’s advisory board.

With Whisper now also set up in Auckland, headed by James Gemmell, the company has a strong rugby presence in Australasia, South Africa and Europe.

Smit said: “Working with Whisper over the past few months has already been a great adventure, so this truly feels like I’m coming home. I’ve been so inspired by the team’s ambition and enthusiasm for breaking new ground and remaining at the sharp edge of innovative storytelling. The opportunity to move closer to the action was simply irresistible and I cannot wait to get stuck in and make great content.”

Riding said: “I’m really pleased to be welcoming Elma to the UK and I’m thrilled she is now a permanent member of the Whisper team. We’ve loved working with Elma this summer and she’s produced stand out content, giving fans an immersive behind-the-scenes look into life with the current rugby union world champions on the recent Lions’ Tour.

“Whisper’s rugby expertise is ever growing, as is our drive to create bold and engaging content. We’re excited to start working with Elma and to bring her voice and expertise to the ambitious, entertaining programmes we create for our partners.”


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