The Brief

Australia’s pension and superannuation market represents a tier 1 challenge and opportunity for offshore asset managers seeking access to the growing $4 trillion wholesale segment. Madden’s representative effort landed our US-based client exclusive earned positioning on major platforms alongside decision makers and relevant senior government Ministers. This result was the culmination of progressive quality and intense ‘story build’ work over several years’ working with the client.

Our Approach

To drive awareness among institutional investors and financial intermediaries Madden drove awareness and engagement in the client’s global proposition: Pursuit of Outperformance, repurposing and localising technical content as thought leadership pieces and expert commentary opportunities, supported by media engagement to drive cut-through.

Results

The Australian newspaper’s Strategic Business Forum 2022: The client CEO was featured as the international keynote alongside the Australian federal treasurer and the reserve bank governor. The keynote interview was recorded in the client’s home office in New York and was available to view across the NewsCorp network.

Cryptocurrency Megatrends Report: The client’s bi-annual megatrends paper was strategically distributed and secured coverage across the ABC, The Australian Financial Review (AFR), The Sydney Morning Herald / The Age, as well as key specialist channels.

AFR Prominent Thought Leadership: Since 2020, Madden has maintained an exclusive opinion editorial column for the client’s lead economist for Asia in both print and online. It provides unique insights targeting the AFR’s influential readership in Australia’s prominent business masthead.