PR queen Roxy Jacenko is expanding into content marketing with a new agency, Social Union.

Social Union launched last week and offers social media content creation and management to clients.

Jacenko, who started PR agency Sweaty Betty in 2004 and later, her influencer business Ministry of Talent, says the agency will allow clients to create fresh content rather than relying purely on influencers.

Social Union has already worked with brands including L'Occitane, Mecca, DU’IT, Farmhouse Gold by Pauls, Acqua Di Parma, Kai Fragrance, Byredo, Nars, Beauty Boosters, Glam by Manicare, Lady Jayne, Napoleon Perdis, Hourglass, Versace by Rosenthal and Shannakian Fine Jewellery.

“It was a natural progression to start Social Union,” Jacenko tells AdNews.

“One of the key things for me when I started Sweaty Betty PR was to ensure that I evolved, that I didn’t just stick to what I knew but continued to push the boundaries and offered clients ways to communicate beyond traditional and became the one stop shop.”

The in-house studio will be headed up by Jacenko and former News Life Media digital art director Morgan Reid, who has spent the last three years working on Vogue and Delicious.

Jacenko isn't the only one eyeing content marketing with The Works announcing its new content business today and Mercerbell moving into the space in February.