Ben Shephard joins SA Group as launch partner for Authority Lab
SA Group has launched Authority Lab, a new service focused on developing the LinkedIn profiles of executives, founders and public figures, with broadcaster Ben Shephard joining as launch partner. The launch extends the health, beauty, wellness and medical aesthetics consultancy’s work in personal profiling and brand management.
Shephard is working with SA Group to build his presence on LinkedIn as the service’s flagship engagement, while presenter and actress Gemma Atkinson is Authority Lab’s first client. The service focuses on developing professional reputations that support business opportunities and partnerships.
Built around the concept of the “corporate influencer”, Authority Lab places senior leaders’ individual voices at the centre of their LinkedIn presence. It is aimed particularly at sales-led organisations, using distinctive, carefully written content to build credibility, establish trust and support business development.
“LinkedIn is one of the most undervalued platforms in communications,” says Sophie Attwood, founder and CEO of SA Group. “Everyone is trying to sound like a thought leader, and almost no one's content is being properly written. Where a leader's name used to matter mostly in the press, it now matters just as much in the feed, and it opens doors a company page can't. We bring the same editorial rigour we've always brought to media relations and apply it to building profiles that are commercially useful, not just visible.”
Clients can also extend the service into full personal brand management, with SA Group acting as publicist for their profile beyond LinkedIn through its existing PR operation.
The launch follows the agency’s recent rebrand from SA Communications to SA Group, reflecting its expansion from a specialist PR consultancy into influencer relations, content creation, social media and personal brand management. Founded by Attwood in 2017, the business works with brands, founders and industry leaders across the UK, US and international markets.
Rituals has moved into premium pet care with the launch of The Dog Spa, extending its beauty and wellbeing portfolio into dog grooming, fragrance and accessories. The collection adds a new category to the business, bringing pet care into the same retail offer as its bodycare, skincare and home products.