The release of Netflix’s Apple Cider Vinegar, the biopic of infamous Australian fraudster Belle Gibson, reminded us of a small detail Gibson had in common with some of 2024’s biggest communications disasters: the shadowy corporate operators tasked with fixing reputations.
In the world of spin, when a corporate scandal requires reputation management, you call a spinner to help salvage the situation with the least damage possible to your brand. And indeed, last year we had no shortage of crises.
Belle Gibson’s web of lies
Belle Gibson’s story is legendary — the former self-proclaimed wellness guru falsely claimed she had beaten several different cancers through diet and alternative medicine, as well as fraudulently claimed she had made significant charity donations. Before an Age investigation in 2015 exposed her, Gibson’s The Whole Pantry app topped the App Store and she had landed a book deal.
Gibson would eventually admit to the deceit in an interview with The Australian Women’s Weekly, which was managed by corporate advisory firm Bespoke Approach, pro bono.
Bespoke was founded by former Jeff Kennett chief adviser Ian Smith and is currently headed by Andrew Butcher, a former personal spokesperson for Rupert Murdoch. It counts former foreign minister Alexander Downer among its ranks, as well as current Financial Review editor-in-chief James Chessell.
Nine’s 2024 from hell
Bespoke Approach rings a bell. Crikey reported last year that Nine maintains an ongoing relationship with Bespoke, and that former John Howard chief spinner David Luff had taken over from James Chessell in managing that relationship before Chessell rejoined Nine as part of the Financial Review, owned by Nine.
The appointment of Luff to manage the Bespoke Approach relationship came after allegations of widespread harassment in Nine’s newsrooms were aired, former news director Darren Wick found himself at the centre of allegations of “drunken, lecherous” behaviour towards women in the workplace, chair Peter Costello resigned after allegedly shoving a News Corp reporter, its journalists went on strike during the Paris Olympics, CEO Mike Sneesby resigned, and Nine’s share price tanked. He must have had his hands full.
We asked Luff at the time whether he had worked on matters relating to Darren Wick, Peter Costello, Mike Sneesby’s departure, or the staff strike in July. He didn’t respond for comment.
PwC’s tax leaks
PwC has had some tough years. It’s hard to feel sorry for the consulting firm though, given the explosive uncovering of its practice of tipping off clients about tax law and misusing confidential government information for commercial advantage.
When the scandal broke, PwC turned to PR guru Sue Cato of the crisis management firm Cato & Clive, alongside former Turnbull chief of staff Clive Mathieson. Cato was reportedly tasked with working alongside the 50-odd tax partners at PwC implicated in the scandal.
The company would also hire TG Public Affairs — the consulting subsidiary of law firm Thomson Geer with a stack of Labor Party links, including former communications minister Stephen Conroy as chair.
PwC initially tried to sell the scandal as an isolated breach of protocol, but later reporting proved that false. If at first, you don’t succeed…
Spinning for a war criminal
PwC isn’t the only company to have availed itself of Sue Cato’s services. She has also been engaged by Ben Roberts-Smith, best known for being found by the Federal Court (in a judgment he is appealing) to be a war criminal.
This reputation management occurred alongside an ultimately unsuccessful defamation case filed by Roberts-Smith against the Nine papers, which had published several stories penned by investigative reporters Nick McKenzie and Chris Masters alleging the Victoria Cross recipient was a war criminal and bullied, harrassed and intimidated soldiers.
Following Cato’s engagement, a report was prepared by former Seven reporter Ross Coulthart on the allegations, described by the AFR as a “dirt file aimed at undermining the reporting of McKenzie and Masters”.
The fresh food people and Four Corners
TG Public Affairs and its staff are in high demand. In early 2024, supermarket giant Woolworths was in hot water after a car crash of a Four Corners interview with then CEO Brad Banducci, where he walked out after reporter Angus Grigg denied his request to have a shot at former ACCC chair Rod Sims edited out. Who did they call? TG Public Affairs principal Michael Choueifate, also the former chief of staff for then deputy prime minister Anthony Albanese.
It came as the supermarkets were dragged in front of the Australian Competition and Consumer Commission for a 12-month inquiry on practices and pricing.
Coles
Coles, joining Woolworths in front of the ACCC’s inquiry over claims of price-gouging, brought onboard SEC Newgate chair Brian Tyson, who previously worked as press secretary for former NSW premier Nick Greiner and now sits on the board of the Sydney Swans. He was joined in-house by former lawyer Sally Fielke in Coles’ corporate affairs division, as well as former Barnaby Joyce adviser Adam Fitzgibbons.
Have something to say about this article? Write to us at letters@crikey.com.au. Please include your full name to be considered for publication in Crikey’s Your Say. We reserve the right to edit for length and clarity.
