The agency aims to commit to its philosophy of 'No spin. No bull. No fluff', which, according to the agency, means a no-nonsense approach to its clients and its work.

With a focus on customer experience and an emphasis on customer journey auditing, Power LAB will offer brand reputation, crisis readiness, PR and media relations.

It is also able to assist with CEO positioning and profile building, media spokesperson training as well as guidance on navigating social media effectively.

Clients include Discovery, FlySafair, Multichoice, Business Leadership South Africa, Wimpy, Debonairs, Steers, Mugg & Bean and KidsRights Foundation.

Power LAB is headed by former award-winning investigative journalist, editor and columnist Megan Power, who brings 30 years of media experience to the role. More recently, Power spent six years penning The Power Report, a consumer column in the Sunday Times.

"Power LAB is all about straight-talking. We help our clients communicate clearly, decisively and honestly. It’s what today’s consumers demand – and deserve," says Power.

"The goal is for Power LAB’s work to cut through the 24/7 always on noise out there and focus on usefulness, authenticity and value, saving everyone time and effort. It’s about focusing on the basics," she adds.

Power LAB’s strategic partners comprise full-service digital agency Conversation LAB, and its sister agency BE, a young, black-owned agency.

For more information, visit www.power-lab.co.za. You can also follow Power LAB on Twitter.