Sound Story strengthens senior client offering with GM appointment

Independent PR and communications agency, SBCo, has been appointed as the retained strategic PR and communications partner for Sydney's modern-membership club, The Pillars.

The partnership will launch with a series of private media previews, offering select journalists and industry leaders exclusive access to the club. This is followed by a strategic calendar of member and media events, supported by ongoing retained PR activity.

General Manager at The Pillars, Kieron Hunt said: "At The Pillars, every decision we make is intentional - and that extends to who we choose to partner with. Aligning with true experts in their field isn't just a strategic choice; it's a reflection of the standard we hold ourselves to every day.

"Sally and the SBCo team bring exactly that - deep expertise, genuine understanding of our world, and a shared commitment to excellence. As we continue to grow with curated purpose, partnerships like this one are what ensure our story is told with the same care and integrity that defines everything we do inside the club."

SBCo Founder / Director, Sally Burleigh added: "What has been built at The Pillars in just one year is remarkable. This is a club defined not only by its heritage setting, but by the care, pride and cultural standard set by the people inside it. SBCo's role is to complement that story - positioning The Pillars as the definitive destination for connection, creativity and influence in Sydney." 

Aged care provider, Heritage Lifecare, has entered into a strategic partnership with New Zealand-based agency, One Plus One Communications, to support its next phase of growth.

Working collaboratively, the two organisations will deliver an integrated approach across brand, PR, and government relations. The partnership includes a rebrand of Heritage Lifecare, underpinned by a newly developed strategic communications framework.

One Plus One Communications Managing Director, Kelly Bennett, said: "We bring deep expertise across brand, reputation, and stakeholder engagement. Working alongside the Heritage Lifecare team, our focus is on delivering integrated, insight-led work that strengthens connection, builds trust, and supports Heritage Lifecare's long-term growth ambitions.

"There's a real sense of purpose and momentum within Heritage Lifecare, and we're excited to partner with the team to help translate that into a clear, compelling, and future-focused narrative in an increasingly complex aged care environment." 

The Romans MENA has appointed Lauren Sanders as Head of Client Services. This appointment completes the new look for its senior leadership team, following the latest hire, Sophia Boudjemaa, as Managing Director.

Lauren leads client leadership, talent development, and the operational engine that supports the agency’s earned-first creativity at scale. Joining the team from Edelman, Lauren brings close to two decades of experience, having served international networks and independent agencies across several territories, including the UK, France, and the UAE.

Joe Lipscombe, Partner at The Romans MENA, said, “Lauren is exactly what we need for this next phase. She understands that great work doesn’t just come from ideas, but from how you build teams, run clients, and create the conditions for creativity and excellence to thrive."

"With our rapid growth comes an increased responsibility to develop an impeccable operational environment, where clients experience frictionless service day in, day out. In a creative, forward-thinking agency like The Romans, that backbone is even more important. In that space, Lauren is an absolute pro.”

Lauren added, “I’ve been watching The Romans’ rise for some time, and its exponential growth in just 18 months, alongside the announcement of multi-year partnerships, signals that the region really is ready for a new era of earned influence."

Lauren works closely with Managing Director Sophia Boudjemaa and Head of Strategy Kassandra Panagiotopoulos, forming a leadership team that is now 75% women-led, which aims to reflect the agency’s commitment to building a modern, representative leadership culture.