PR Solutions for Navigating Brand Transitions
Clients
Treasury Wine Estates, Boral and Austbrokers
Brief
Announcing the appointment of a new CEO to the market is a major undertaking for a listed company. The media spotlight invariably falls on the new CEO, and investors and the market want to be assured of the new CEO’s strategy. If not managed properly, the process can impact on the company’s reputation – and its share price. Reputation Edge was entrusted to provide strategic advice and support for CEO transitions at three major ASX listed companies – Treasury Wine Estates (ASX: TWE), Boral (ASX: BLD) and Austbrokers (ASX: AUB).
Solution
Ahead of the announcements we evaluated analyst and media reports to assist with developing key communications. We also worked closely with the boards and senior management of the companies to finalise messaging.
Results
The CEO transitions were accepted by the financial markets and media with minimal impact on the medium term share prices of the companies concerned.
