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PR & communications + Reputation management for JANA


Demonstrating depth with difference

Amplifying the sleeping giant of investment consulting

JANA is one of Australia’s largest investment consulting organisations, partnering our leading institutional investors, with $600bn in assets under advice.

When the Hayne Royal Commission sent shockwaves through the investment industry. JANA decided to stand up and become a voice of trust and authority in the ethically conscious post-Royal Commission landscape.

Problem was, few people outside investment banking had ever heard of them. With low brand awareness, an unclear brand story and little public profile, JANA turned to Icon.

Depth with Difference

PR for annual conference 2019

The Brief

Help JANA find its voice and become an authoritative leader amid changing public and industry expectations.

In an intergrated approach, a communications strategy built on a new brand platform from Icon’s creative team, Depth with Difference. Our focus was on thought leadership and brand 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. Our primary focus was earned, Tier One media.

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.

Other 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.


  • Thought leadership and content packages shaped the conversation

  • Op-eds in prime trade media grew JANA’s industry reputation

  • Total reach of 155.1 million (Jan-Aug 2020)

  • 250 pieces of editorial coverage, including the Australian Financial Review, The Age, Sydney Morning Herald and The Australian

  • Doubled share of voice to 15.3%

  • Secured 11 profile pieces for JANA thought leaders

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