Leading editors, Walkley-award winning journalists, communications experts and digital natives form a formidable reputation management team.
Team
Mark Forbes
Director of Reputation
Mark is a Walkley-award winning journalist and former Editor in Chief of The Age. He has worked at Four Corners and Channel Seven, in the Federal and State parliament press galleries and as an overseas correspondent.
Mark brings almost 30 years of success at the highest levels of communications practice. His specialities include issues and crisis management, interview coaching, and media liaison. He is also a registered lobbyist.
Utilising reputation-building strategies, he has raised the profile of major companies, guided global manufacturers through controversial issues, and assisted CEOs in enhancing their profiles.
Andy Sommer
Executive Director, Communications
Andy is a senior communications professional with extensive in-house and agency experience who, since the late 1990s, has worked extensively internationally with established and fast growth organisations in the technology, cybersecurity, construction, financial services, and government/public sectors including Adobe Systems, Google, Intel, CrowdStrike, Oracle, Zendesk, Esure Group, Dubai Sports City, Berkeley Homes, Aconex and Western Union.
Andy has a track record of advising founders and senior executives. He has managed executive communications programs for C-Suite and senior executives - including media training, message development, spokesperson program development and execution.
Over 15 years working in corporate communications roles, Andy has managed and advised on multiple issues and crises as part of his work in cybersecurity, construction and technology.
Georgia Metcalfe
Group Account Director
Georgia is a senior communications specialist with a decade of experience advising brands in Australia and the UK. She manages high-risk issues, reputational challenges, and ESG communications for both private and public sector clients, with a strong focus on reputation building and media engagement.
Her experience includes working with clients in professional services, energy, transport, health, tourism and finance, giving her a deep understanding of the complex communication landscapes these sectors navigate. She has partnered with prominent brands such as Red Energy, Keolis Downer, Samsung, De Beers, viagogo, and Transport for NSW, delivering impactful results.
Her health experience includes working on the roll-out of lateral flow COVID-19 testing as well as crisis and issues support for pharmaceutical brands such as Nature's Way and Novo Nordisk.
Georgia is adept at navigating complex regulatory environments and has a proven track record of success in managing critical communications challenges.
Shannon O’Neill
Digital and Social Director
Shannon is a highly experienced communications professional specialising in social media and digital channels.
She has an extensive background in leading multi-channel digital and social media programs across both government, corporate, and consumer brands in Australia and the Middle East.
Shannon excels in using social and digital channels to build brand reputation, navigate crises, and steer public sentiment. She is skilled at crafting integrated campaigns that leverage organic, paid and influencer channels, creating impact and building brand affinity
Gemma Williams
Director of Government Affairs
Gemma Williams is a communications specialist with a record of delivering impactful government-led campaigns and representing client interests to government.
From police technology strategies to ambulance COVID-19 responses, she has successfully led high-stakes initiatives across local, state, and federal governments.
Career highlights include managing NSW Police’s technology change campaign (2021-22), spearheading the UK’s south-west ambulance pandemic communications (2020) and NSW ambulance workforce strategy (2023-4), driving industrial and infrastructure campaigns for Sydney Trains and NSW Trains (2014, 2017, 2024), and leading government’s local state and federal stakeholder launch of the Service NSW agency (2017-18).
With a deep understanding of government processes and stakeholder dynamics, Gemma excels at creating innovative solutions that drive measurable results, strengthen agency operations, and enhance community outcomes.
Gemma is a registered lobbyist with federal and state governments.
Joanne Painter
Managing Director
A leader in Australia’s PR and communications industry, Joanne has over 30 years experience across media, strategic communications and public relations.
Formerly a senior journalist with The Age, Joanne now consults on strategic communications, issues and reputation to government and corporate clients nationally.
A digital communications specialist, Joanne brings a deep understanding of digital transformation and how new technology is reshaping citizens’ relationship with brands – and the relationship of brands with their target publics.
Supporting team
As part of the Icon Agency group, we’re backed by a team of integrated communications professionals
Full production and design studio
In-house digital web development, web design and UX and digital marketing
One of Australia's most awarded PR agency's at home, and on the global stage
Creative and brand strategists
Behaviour change specialists
Global PR partner network - Reputation Advisors International