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Expertise

Where reputation, regulation and commercial performance meet.

RAF advises across the full reputation agenda — from enterprise narrative and corporate positioning to public affairs, crisis and transformation.

01 — Strategy & Narrative

Establishing what the company stands for, and saying it with authority.

Strategic Communications

Challenge: The enterprise strategy is sound, but the story around it is fragmented across markets, functions and audiences.
Approach: Communications-led planning and execution built on a single enterprise narrative, with clear priorities and sequencing.
Value: One story, told consistently, in service of the business plan.

Corporate Branding & Messaging

Challenge: Positioning no longer reflects what the company actually does, or where it intends to grow.
Approach: Clarify the corporate proposition and translate it into messaging that holds up in front of every audience.
Value: A brand that supports value rather than diluting it.

Executive Counsel

Challenge: Leadership needs candid, experienced advice before a consequential decision is made.
Approach: Direct advisory alongside CEOs and C-level teams, drawing on decades inside comparable environments.
Value: Better decisions, taken with a clear view of the consequences.

02 — Policy & Reputation

Protecting the licence to operate when scrutiny is highest.

Public Affairs

Challenge: Regulatory, political and stakeholder pressure threatens market access or commercial freedom.
Approach: Navigate complex public affairs challenges with a strategy grounded in how these environments actually work.
Value: Regulatory and payer outcomes secured, markets opened.

Crisis & Reputation Management

Challenge: An event puts reputation, value and stakeholder confidence at immediate risk.
Approach: Preparation before the event, disciplined response during it, and a considered path back afterwards.
Value: Value protected and confidence restored.

Media Relations

Challenge: Coverage is being shaped by others, without the company's perspective represented.
Approach: Disciplined, sustained engagement with the press built on substance rather than volume.
Value: Coverage that reflects the company's position accurately.

03 — Growth & Transformation

Communications as an instrument of enterprise change.

Digital & Social Communications

Challenge: Digital channels operate separately from the corporate narrative and dilute it.
Approach: Channel strategy and execution aligned to the same enterprise narrative and the same standards.
Value: Consistency across every place the company is read.

Enterprise Transformation

Challenge: A change programme of real scale depends on the alignment of many audiences at once.
Approach: Communications-led transformation planning and execution at enterprise scale, across markets.
Value: Transformation delivered at scale, with stakeholders carried through it.

Experience & Impact

Notable outcomes.

Work delivered inside and alongside organisations including:

R&D Data Ecosystems
Rebuilt and integrated end-to-end R&D data ecosystems across multiple holding companies and business units for Roche/Genentech, creating a single product-development view that accelerated go/no-go decisions and improved portfolio discipline.
Global Operations Transformation
Designed and executed the internal communications program for a CEO-led global operations transformation at Roche Pharmaceuticals, supporting a period of material financial improvement (22% net income growth; 150%+ bonus payout).
Rare-Disease Launch
Engineered the public launch strategy for a rare-disease therapy for Biogen that achieved record uptake across the EU — securing payer alignment, clinician adoption, and accelerated market access.
$200M Contract Win
Authored and coordinated an RFP response that unseated a 15-year incumbent and won a $200M residential waste and recycling contract; led transition planning and served as primary municipal liaison to de-risk politics and operations.
Capital & Market Narrative
Created the marketing, brand, and external-affairs strategy for Gulf Coast Sequestration, crafting the market narrative and investor communications that positioned the business for strategic partnerships and capital.
Digital Transformation at Scale
Led stakeholder-centric digital transformations at Philip Morris International (global reduced-risk product strategy) and FedEx (global digital and social ecosystem), modernising engagement channels, governance, and analytics across organisations with hundreds of thousands of stakeholders.

Complex challenges require experienced counsel.

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