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PR & communications + Reputation management for Equip Super

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.

merger graphic

“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


  • 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