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Citadel-MAGNUS Newsletter

Written by Genevieve Norton

September 27, 2016

Citadel-MAGNUS has continued to go from strength to strength, cementing its position as one of Australia’s leading corporate and financial communication firms.

Recent acknowledgment of the team’s efforts came with the naming of Citadel-MAGNUS as one of five finalists, and the only Australian firm, in the 2016 Asia-Pacific Corporate/Financial PR Consultancies of the Year.

The naming of the award finalists followed an exhaustive research process by the editors of the Holmes Report, involving more than 100 submissions and meetings with the best PR firms across the Asia-Pacific region.

In its published summary, the Holmes Report highlighted Citadel-MAGNUS’ M&A communication expertise, including 19 M&A deals worth approximately $8.7 billion in 12 months.

The Holmes Report also commented: “With the traditional ‘media-led’ financial PR model losing its relevance, Citadel-MAGNUS pivoted its business into new growth areas of specialised investor relations advisory work and corporate reputation. Both are growth areas being driven by shareholder activism and boards being much more accountable to numerous stakeholder groups.”

Citadel-MAGNUS is competing for the award against finalist consultancies from China, India, Hong Kong and Japan.

The Holmes Report recognition at a regional level follows MergerMarket’s annual league tables for PR firms that ranked Citadel-MAGNUS third in Asia-Pacific (excluding Japan) for M&A deal value in calendar 2015 and eighth by deal volume in the region over the same period.

New Team Members

Citadel-MAGNUS has continued to build its team of professional corporate and financial communication consultants with several new senior appointments.

Anthony Fisk has joined the Perth office as Associate Director, bringing more than 15 years’ experience in corporate affairs, issues management and stakeholder engagement in large Australian companies.

Anthony headed up the corporate affairs function at WA’s largest telco, iiNet, during a period of rapid expansion. He was instrumental in managing the communication around the acquisition of several smaller companies, including Internode and TransACT, as iiNet became one of Australia’s fastest growing companies. Anthony’s speciality is reputation management in issues-rich environments, including successful advocacy campaigns on copyright, net neutrality and cyber-safety for iiNet.

While Public Affairs Manager for Carnival Australia, he led a strategic media and stakeholder campaign to improve the reputation of P&O Cruises during the period of the Brimble inquest. During his tenure with Carnival cruising became the fastest-growing component of the Australian tourism sector.

Two key appointments have also been made to the Sydney office.

James Strong, a former director of London based agency Buchanan, joined as a Director, and Giles Rafferty, joined as Associate Director.

James has 15 years’ experience providing advice to listed clients across a number of sectors, geographies and exchanges on investor and media relations, as well as strategic advice on corporate transactions and crisis management.

Prior to joining Citadel-MAGNUS, James provided strategic advice to a range of ASX listed companies including Magellan Financial Group, AJ Lucas, SEEK, Xref, Thorn Group and Linc Energy.

Giles brings more than 20 years’ experience in corporate affairs, investor relations and journalism and has a specific focus on growing Citadel-MAGNUS’ corporate reputation offering, including digital content and video.

Giles helped found the global corporate advisory firm Brunswick Group’s online video communication agency, Cantos Communications, and more recently was Executive Producer at Viocorp, a Sydney based enterprise video platform supplier.

On the move…

Citadel-MAGNUS has positioned itself for further growth in the WA market by moving into larger premises at Level 1/33 Richardson Street, West Perth.

“We now have the capacity for growth, as well as the quality of facilities to host corporate events for our clients, such as formal meetings, investor presentations and media training programs,” said John Gardner, Managing Director in Perth.

Client News


south32Citadel-MAGNUS provided corporate communication support to South32 during full year results and annual report preparation. The support included developing a media strategy for the results and a broader global media engagement plan. South32 is a globally diversified mining and metals company with high quality operations in Australia, Southern Africa and South America. South32 shares are listed on exchanges in Australia, Johannesburg and London. Although considered a ‘mid-tier’ mining company by global standards, South32 is one of Australia’s top 50 companies by market capitalisation.

Automotive Holdings Group

ahgCitadel-MAGNUS provided corporate communication support to AHG during the preparation of its full year results announcement, presentation and market briefing. Citadel-MAGNUS stepped into the role to support the in-house team in delivering a seamless results roll-out. Citadel-MAGNUS also assisted as the company went through a significant change with the retirement of long-serving managing director Bronte Howson and the appointment of a new leader in John McConnell. AHG is Australia’s largest automotive retailer and a specialist logistics group.

Gage Roads Brewing

gage-roads-brewingDuring 2016 Citadel-MAGNUS has been working with Gage Roads to develop the communication plan and roll-out of the ‘Returning to Craft’ strategy for Australia’s only listed brewer. The staged process has allowed major shareholder, Woolworths, to divest its position in Gage Roads, at the same time opening up considerable sales and marketing opportunities for the company as it fulfils its strategy of being a truly craft brewer of high quality beers. Gage Roads was recognised as being best in class when it won the trophy for champion beer (from 1800 entries!) at the Australian International Beer Awards for its highly acclaimed ‘Little Dove’ New World Pale Ale.

Amcor Limited

amcorCitadel-MAGNUS provided strategic communication advice and support to Amcor’s in-house team for its full year results and annual report. Amcor’s results attracted a high level of market and media interest and Citadel-MAGNUS helped develop a communication strategy and messaging to ensure investors took away a clear understanding of the accounts and Amcor’s growth proposition. Amcor is an Australian-based, global leader in packaging solutions and a top 20 ASX listed company by market capitalisation. Amcor is a long standing Citadel-MAGNUS client.


metcashCitadel-MAGNUS provided communication support to Metcash in relation to its successful $165 million takeover of Home Timber & Hardware Group from Woolworths. The transaction was high profile with significant media attention as it formed part of Woolworths’ exit from the Australian hardware sector. Citadel-MAGNUS assisted Metcash along several complex and high profile pathways including approvals from the Australian Competition and Consumer Commission, and an $80 million equity placement to part fund the acquisition.

Patties Foods Limited

pattiesCitadel-MAGNUS worked with Patties Foods, the maker of Australia’s iconic Four ’n’ Twenty meat pies, as it was taken over by private equity group PEP. The takeover, which was supported by Directors, valued the company at $232 million and was conducted through a scheme of arrangement. Citadel-MAGNUS worked closely with senior management on effective communication during the deal negotiations, through the recommendation of the offer and up to the successful shareholder vote and subsequent ASX delisting.

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