AURA: A New Female-Founded Brand Advisory Firm

Temo Mpodi

South Africa’s brand and communications landscape is set for a shift as Nicole Mirkin and Lee-Ann Caboz launch AURA, a premium brand advisory firm focused on integrated strategy and growth.

A partnership built on strategy and experience

AURA brings together 27 years of combined experience across global retail, technology and complex institutional environments. Mirkin leads the business as Chief Executive Officer, while Caboz steps in as Managing Director and strategic partner.

The agency is built on a model that combines brand strategy with communications expertise. This approach aims to deliver cohesive, senior-led advisory for businesses navigating both commercial and reputational challenges.

Mirkin explains that the partnership was formed with clear intent, shaped over several months to ensure alignment in vision and execution. Caboz adds that the collaboration reflects a shared belief in how teams should be built, led and supported.

A new approach to brand advisory

At the core of AURA is a shift away from traditional PR and marketing structures. The agency focuses on integration, aligning brand positioning with communication strategies across digital and traditional platforms.

The name AURA reflects this philosophy. It represents the intangible presence of a brand, the impression it creates before any direct interaction. This concept guides how the agency approaches every client engagement.

A manifesto driven by intention

The AURA manifesto acts as a guiding principle rather than a tagline. It ensures consistency across all work, from managing complex reputational challenges to building strong visual and narrative brand identities.

The agency positions itself as senior-led and intentional, with a focus on delivering measurable impact across earned and paid media.

With its launch, AURA signals a move towards more strategic, integrated brand advisory in South Africa, led by experienced female founders focused on long-term value and meaningful brand growth.

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