Ash Jones, the founder behind Great Influence and a member of the Social Chain founding team, has launched In Good Company, which he claims is the UK’s first “dedicated leadership advocacy agency.”
Founded on a decade of experience building the personal brands of global leaders, In Good Company launches to serve what its founder calls the most under-invested channel in modern brand strategy: the leadership team.
The Manchester-based agency is dedicated exclusively to leadership advocacy – a discipline that positions senior leaders as brand ambassadors and strategic communications channels in their own right.
The as research cited by In Good Company reveals that 70% of consumers no longer respond to “traditional brand messaging,” that 44% of a company’s market value is now tied to leadership reputation, and that senior leader activity on social media is rising at 23% year on year globally.
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Global brands are already offering six-figure salaries for dedicated “CEO content” roles, yet specialist support has so far remained largely absent from the agency market. In Good Company delivers structured leadership advocacy programmes that activate senior leadership teams on LinkedIn and other social platforms, supporting external communications, employer brand, recruitment, retention and company culture more broadly.
The agency’s end-to-end process spans discovery and business immersion, strategy, content planning and creation, trend spotting, and ongoing data-driven optimisation, working in close partnership with relevant internal teams.
Founder Jones has spent a decade at the intersection of personal branding, reputation management and executive communications. His previous work includes helping build the personal brands of high-profile Northern figures such as Gary Neville and Steven Bartlett, as well as developing leadership programmes for global brands such as Booking.com, Santander and Gousto.
That work has driven more than 15 million followers and three billion organic views for C-suite executives and entrepreneurs.
A flagship example of the approach is the agency’s work with Booking.com, where a cohort of ten senior leaders were activated on LinkedIn over twelve months. The programme generated four million impressions, a tenfold increase in engagement per leader, and saw every participant become a top-15 LinkedIn voice within the business.
Jones argues that leadership advocacy is too consequential to sit as an add-on service within a generalist agency: “In the last six months, some of the biggest brands in the world approached us because they couldn’t find anyone who does this properly,” he said. “Leaders are a brand’s most credible voice, their most powerful recruitment tool, and their most genuine connection to consumers. They deserve to be taken seriously and that requires genuine specialism.”
