When the Hayne Royal Commission sent shockwaves through the investment industry, the public’s expectations soared – and companies were forced to catch up or be left in the dark.
Amidst this disenchantment – and backlash – from the community, how could financial institutions and organisations build a positive reputation?
JANA is one of Australia’s largest investment consulting organisations with $600bn in assets under advice, yet few people outside investment banking had ever heard of them. It decided to stand up and become a voice of trust and authority in the ethically conscious post-Royal Commission landscape, with the help of Icon Reputation.
Icon Reputation has worked closely with JANA over recent years to build its reputation and raise its public profile, through a program of thought leadership content and a refreshed brand narrative.
Our focus was on leadership and authority, utilising JANA’s depth of expertise and research to speak out on issues crucial to the investment and broader community.
Key leaders were coached on media interactions, development of messaging, identifying thought leadership topics as we worked collaboratively to develop and place content in targeted outlets. The primary focus was earned, tier one media.
A total media reach of 155.1 million was achieved in less than one year, doubling JANA’s share of voice to 15.3 percent.
Around 250 pieces of editorial coverage featured nationwide, including the Australian Financial Review, The Age, Sydney Morning Herald, The Australian and financial trade press.
JANA’s Head of Client Development, Lauren O’Neill, said the quality of media results were attributable to Icon’s Reputation’s deep expertise in the area.
“Icon’s great connections within the media industry and insights from years of media experience delivered great success in engaging with major outlets,” O’Neill said.
Opinion-editorials and research were significant features in JANA’s media coverage, successfully positioning the consulting giant as a key voice amid changing public and industry expectations.
Detailed research on the investment impact of climate change saw JANA call for it to be factored in to all investment strategies and advocate a shift to green investment. A move extensively reported in tier one and sector media, and thought leadership content featured.
Along with climate change, article topics included the impact of COVID-19 on investing, and the significance of cultural and governance standards, as JANA’s leaders increasingly became go-to voices of expert commentary.
O’Neill commented that Icon’s client service was just as impressive as the media results.
“Icon integrated seamlessly with my internal team and understood our clients and market, providing quick, effective advice,” she said.