Integrated communications agency Hook, Line & Sinker (HLS) is celebrating continued growth with two internal promotions, recognising the development of senior talent and the agency’s commitment to creating career opportunities for the next generation of PR professionals.
Kylie Naude has been promoted to senior PR account manager, while Roche Fester moves into the role of junior account executive. Fester joined HLS a year ago as a PR intern through the agency’s long-standing relationship with the Cape Peninsula University of Technology (CPUT).
Naude’s promotion recognises her consistent delivery across some of HLS’s most high-profile accounts, her mentorship of the wider team and her ability to build strong client relationships. In her new role, she takes on greater ownership across HLS’s business and consumer portfolios, overseeing PR strategy and integrated campaign execution for clients including Cisco, JobJack, Montego Pet Nutrition and Top Employers Institute.
Fester’s promotion marks a significant milestone in her HLS journey. Having joined through the agency’s internship programme, she has progressed into a permanent account role supporting PR activity across WWF South Africa, Radisson Hotel Group, DKMS and Auria.
Her progression reflects HLS’s ongoing investment in emerging communications talent through its relationship with CPUT, with several members of the agency team having also come through the university.
The two promotions come during a strong period for HLS. Over the past year, the agency has secured new appointments including JOBJACK, Top Employers Institute Africa and Auria, while expanding its SAP partnership into the Middle East and continuing longstanding relationships with brands including Business Partners, WWF, Luxity and EasiGas.
HLS has also strengthened its integrated offering across PR, social media, digital, SEO, creative, influencer marketing and podcast production, supported by its strategic alliance with digital agency iLEAD. In 2026, the agency was named Best Integrated PR Agency at the African Excellence Awards.
“Agency growth means very little if the people inside the business are not progressing with it,” says HLS managing director Adam Hunter. “Kylie and Roche represent two different but equally important stages of that journey. Kylie has developed into a strong senior account leader, while Roche joined us as an intern and has earned her place as a permanent member of our PR team. As HLS expands its client base and capabilities, creating opportunities for our people to progress alongside the agency remains incredibly important to us.”
