Puma Energy

Launching a global brand into the Australian market


Cole Lawson's work with Puma Energy demonstrates our ability to manage internal and external communications for complex and confidential transactions. This project also showcases our ability as a Brisbane-based public relations firm, to advise clients on matters relating to entering the Australian market and dealing with local stakeholders.  

Client brief

Global fuel operator Puma Energy decided to enter the Australian market in 2013 by acquiring three well-known Australian petroleum businesses. The company turned to Cole Lawson to work with its global communications team to manage the communications for its Australian launch.

Our work

Cole Lawson conducted a comprehensive communication risk analysis and advised our client on potential issues and strategies to consider prior to the announcement. We developed a launch strategy that considered a range of stakeholders, including employees, government and regulators, customers and the media. Cole Lawson handled the media announcement, and prepared FAQ documents and marketing collateral to support internal and external communications.


Puma Energy's entry into Australia was welcomed by opinion leaders and received positive and factual publicity. Examples of the stories published about the company's initial market entry include:

In February 2013, Puma Energy announced Ausfuel Gull as its second acquisition, making it Australia's largest independent fuel retailer overnight. Cole Lawson worked with Puma Energy to inform the media and the public about the company's plans for investing in the Australian market. The second acquisition and announcement of Puma Energy's new market position also received wide-spread, positive coverage in key publications, including:

Cole Lawson also worked with Puma Energy to manage the acquisition of its third business, Central Combined Group, and developed an internal communications plan to support the integration process of the three businesses. This included a series of integration roadshows throughout its operating regions. 

Cole Lawson continues to work with Puma Energy to support the business as it grows and expands its capabilities in Australia.