Equip Super
Strategic messaging and savvy media supporting super merger
Positive market reaction to super fund merger
In 2019, Equip and Catholic Super undertook a bold merger that would see the two profit-to-member super funds merge under Together Trustees, creating a combined $27 billion in managed assets.
With the support of Icon Reputation, headed by former editor-in-chief of The Age newspaper Mark Forbes, this innovative transformation was widely positively received, with industry experts and super members all praising the merger.
“Icon was contracted by Equip and Catholic Super to oversee the strategic communications and public relations announcements that heralded the creation of the innovative joint venture between the two Funds.
Mark Forbes and his colleagues worked with us to strategically plan messages to our key audiences, and assisted in the drafting and finalisation of our media communications. He carefully sourced key media outlets that generated coverage and reinforced our key messages to our various target audiences.
We found working collaboratively added significant value.”
Andrew Fairley AM
Chair, Togethr Trustees Pty Ltd
Trustee of Equipsuper and Catholic Super
Brief, challenges and results
Brief and challenges
Strategically announce the joint venture between the super funds
Bringing together two different cultures and media approaches
Unique and complex merger model
Complex stakeholder management issues across the two funds
Competitive media environment during the 2019 Federal Election
Results
Praised in the AFR’s Chanticleer column
Total audience reach from media was 9.5 million
100 per cent positive sentiment in coverage
Key messages featured across all target media
Merger welcomed by members
Positive feedback from key stakeholders
