What Madden & Assoc. does

Madden & Assoc. is a privately-held boutique strategic communications and public relations firm headquartered in Sydney, Australia. Founded by Bruce Madden in 2016 (with sector heritage dating to a 2004 predecessor venture), the firm operates with approximately 8-10 staff delivering six integrated service lines: Media Relations, Media Training, Content Production, Crisis Management, Investor Relations, and Reputation Counsel. The firm is deliberately vertically specialised in financial services, serving asset managers, superannuation funds, wealth managers, and adjacent fintech and corporate clients across Australia and New Zealand, with select engagements extending to international asset managers based in London, New York and Chicago.

The firm's underlying offering is senior-led strategic counsel, earned media placement, and bespoke content production rather than proprietary technology. It does not develop or license software products, APIs, or platforms. Its "technology" is institutional knowledge: deep sector relationships across Australian financial media (AFR, The Australian, ABC, SMH/The Age, specialist trade outlets), exclusive ongoing editorial columns for clients, media training programmes (16 individuals trained in Q1 2023 alone), and crisis and investor communications frameworks. The firm's competitive positioning rests on domain expertise and trusted-advisor status rather than technological differentiation.

Commercially, Madden operates as a private, founder-led professional services firm with no external investment, no parent company, and no disclosed revenue. It generates fees through retained and project-based engagements with enterprise-level financial and corporate clients, acquired primarily through referral, word-of-mouth, and direct relationship-based selling rather than competitive pitch processes (though it has won selective competitive mandates, e.g., Global X ETFs in 2023). GTM is supported by event-driven activity (media roundtables, industry forums), community-led thought leadership (AFR op-eds, blog content, newsletter), and content marketing across its website and social channels. Recognition includes the 2023 PR Agency of the Year at the Financial Standard MAX Awards and 2018 finalist status.

Name

Madden & Assoc.

Legal name

Madden & Assoc.

Website

https://madden.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Madden & Assoc. is a Sydney-based boutique public relations firm offering media relations, crisis management, investor relations, media training, and content production to financial services, wealth management, and corporate clients across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Advertising Agencies (541810)

akta.pro primary industry

Corporate & Financial Communications PR (MPAAADAA)

akta.pro secondary industries

Investor Relations (IR) & Capital Markets Communications (MPAAADAH), Investor Relations (IR) Services (BPAFADAC)

Keywords

• Financial public relations
• Media relations services
• Crisis communications
• Investor relations counsel
• Wealth management PR

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Strategic Communications & PR Services: Madden & Assoc. generates revenue through fees for strategic communications, public relations, media relations, crisis management, investor relations, content production, media training, and reputation counsel services. The firm operates as a bespoke boutique agency serving financial services, wealth management, and corporate clients in Australia and New Zealand on retained or project-based engagements.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Madden & Assoc. is a boutique strategic communications and public relations firm offering six integrated services: Media Relations, Media Training, Content Production, Crisis Management, Investor Relations, and Reputation Counsel. The firm crafts holistic communication strategies for financial services, wealth management, superannuation, corporate, and fintech clients in Australia and New Zealand.

Product overview

Madden & Assoc. is a boutique strategic communications and public relations agency offering a unified suite of six core services: Media Relations, Media Training, Content Production, Crisis Management, Investor Relations, and Reputation Counsel. The company operates as a single integrated service offering rather than a platform with modular components, delivering holistic communication strategies for financial services, corporate, fintech, and wealth management clients across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Relations Building and maintaining strong media relationships to enhance brand awareness and credibility across traditional, digital, and social media channels, with best-in-class media monitoring and analytical tools to measure effectiveness.
• Media Training Customised workshops helping companies develop strategic messaging frameworks and equipping spokespeople (CEOs, senior executives, frontline teams) with skills to effectively engage audiences.
• Content Production Production of tailored content across multiple formats aligned with broader strategic communications strategies, designed to cut through saturated media markets and impact intended audiences.
• Crisis Management Strategic counsel and communication frameworks to protect and enhance organisational reputation during crises, including issue identification and management before they escalate.
• Investor Relations Strategic counsel for listed or pre-IPO companies on effective communication with investors and regulators, including capital raising, market reporting, and targeted investor relations programs.
• Reputation Counsel Bespoke counsel to protect, enhance and manage organisational reputation through high-quality, ethical storytelling and multi-channel communication, developing messaging aligned with commercial objectives.

Quantifiable outcome

• Secured ongoing contributor columns in key trade publications for a mutual insurance client, enabling regular placement of strategically positioned thought leadership content each month since 2023.
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Global Credit Investments (GCI)coreGTM or Marketing Partner · 9 August 2023Madden was appointed by Global Credit Investments to exclusively manage its media relations in Australia and New Zealand, supporting the private credit asset management firm's growth and brand elevation in the region.
• Evolution Media GroupcoreStrategic or Co-development Partner · 17 May 2023Madden & Assoc. and evolution media group announced a collaboration in May 2023 to help more women in finance gain greater public visibility, focusing on personal branding, messaging, and leadership. This collaboration addresses the underrepresentation of women as sources and experts in Australian financial services and media.
• Global X ETFscoreGTM or Marketing Partner · 1 January 2023Madden was appointed as the exclusive Australian PR firm for Global X ETFs following a competitive pitch process. The partnership supports Global X's ambition to become Australia's leading ETF provider across thematic, commodities and digital asset ETFs by 2025, with Madden managing earned corporate and consumer media relations.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• SenateSHJ: Australian boutique corporate communications and PR firm with a strong financial services practice. Closest direct peer to Madden in terms of size, market positioning, and ANZ focus on corporate and financial clients.
• Howorth Communications: Australian boutique corporate and financial communications firm specialising in ASX-listed and financial services clients. Comparable size, sector focus, and retained-engagement model.
• CPR Communications: Australian PR and communications agency with a dedicated financial services practice. Competes for similar enterprise client mandates in asset management and wealth.
• Citadel Magnus: Australian financial communications and investor relations firm serving ASX-listed and private companies. Comparable boutique IR/PR focus, particularly for capital markets and IPO communications.
• GRACosway (TPG): Australia's leading financial public relations and investor relations specialist. Directly competes with Madden for IR and capital markets communications mandates among ASX-listed and pre-IPO companies.
• Cobalt Communications: Australian independent communications consultancy serving corporate, financial, and professional services clients. Comparable boutique structure and ANZ enterprise client base.
• Sefiani Communications: Australian independent corporate communications firm with strong financial services, investor relations, and crisis comms capabilities. Comparable boutique positioning targeting enterprise clients in ANZ.

Broad incumbents

• Ogilvy PR Australia: Global full-service communications network with strong Australian financial services and corporate practice. Competes for integrated enterprise mandates that bundle PR with paid, digital, and creative.
• FTI Consulting (Australia): Global strategic communications consultancy with strong financial services and crisis communications practice in ANZ. Larger incumbent competing for enterprise crisis and reputational mandates.
• Edelman Australia: Global PR giant with a sizeable Australian financial services and capital markets practice. Larger and broader portfolio than Madden but frequently competes for the same enterprise financial services briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MaddenAssoc
• LinkedInlinkedin.com/company/maddenassoc
• Instagraminstagram.com/maddenassoc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madden & Assoc.