South Africa, April 2 -- "Auras is not just another PR agency executing one-dimensional communications, nor a traditional marketing agency that occasionally steps into communications," explains Mirkin.

"We see ourselves as intentional brand curators. We don't simply manage reputation, we build the world your brand lives in."

Aura represents the deliberate convergence of two highly complementary disciplines: consumer brand mastery and strategic communications power.

It's in the name

The name itself reflects this approach.

An aura is the intangible atmosphere that surrounds a premium brand, the impression it leaves before a word is spoken, the feeling it creates before a product is seen.

"Our manifesto is not simply a tagline, but a g...