Hook, Line & Sinker appointed by Auria to advance ‘This is Living’ vision

The appointment comes as Auria enters a significant new phase following its acquisition by Growthpoint Healthcare Property Holdings, a subsidiary of Growthpoint Properties, South Africa’s largest listed property company. Recognised as one of the country’s leading senior living providers, Auria comprises of five communities, more than 900 residents, and a lengthy waiting list of eight years.

HLS will work closely with Auria CEO and founder, Barry Kaganson, to strengthen his profile across business, property and leadership media through strategic thought leadership, executive profiling and LinkedIn management. As one of South Africa’s leading voices in the sector, Kaganson will be positioned to contribute to broader conversations around changing demographics, independent living, property investment and the future of SA’s senior living. The mandate also includes creative consumer PR activations, strategic brand collaborations and the launch of Auria’s new Durban community, Coral Cove. Together, these initiatives are designed to further elevate Auria’s brand profile, strengthen its market presence and advance its "this is not retirement, this is living" vision.

According to Statistics South Africa, the country’s population aged 60 years and older continues to grow steadily, driving increasing demand for communities that prioritise wellbeing, connection and independent living. Auria’s "this is not retirement, this is living" philosophy reflects this shift, placing wellbeing, connection, quality of life and peace of mind at the centre of modern senior living.

Over the past six years, HLS has established itself as one of SA’s leading integrated PR and marketing agencies. Earlier this year, HLS scooped South Africa’s Best Integrated PR Agency at the 2026 African Excellence Awards. The agency’s three-step formula ‘Hook + Line = Sinker’ creatively combines media relations, digital strategy, influencer engagement, executive thought leadership and content creation to deliver measurable business outcomes. The agency also operates its own in-house podcast and TV production unit to further amplify client campaigns.

The appointment further strengthens the agency’s growing client portfolio, which includes the Radisson Hotel Group, Cisco, World Wide Fund for Nature (WWF), the United Nations Development Programme (UNDP), SAP software, DKMS South Africa, CBI-electric and Luxity.

For further information about Hook, Line & Sinker visit www.hooklinesinker.co.za