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The field of reputation research is relatively new to Australia, David Armstrong is probably Australia’s most experienced reputation researcher having established and built the corporate research practice at EY Sweeney in 2011. Since then David has completed 50 reputation and stakeholder research studies involving over 1500 in-depth interviews with key stakeholders


David’s appreciation of corporate reputation was gathered through a long and senior career with large companies in Australia, New Zealand, UK and Asia. Today David’s career represents four vital capabilities: Marketing, Strategy, General management and reputation research.


David holds an MA in Marketing from Lancaster University, England. On graduation David joined Kodak as a market analyst and later Scott Paper in consumer marketing management roles.


At Scott paper he joined a BCG strategy team and later led the execution of that strategic plan. He joined ACI as International Planning Manager, responsible for strategy development across ACI businesses in Asia, Europe and the US.

As Sales and Marketing manager at ACI Packaging he developed and executed strategies that would lift the market share of glass packaging in the beer market from 25% to 45%. He became Head of Business strategy at Rockware Glass UK when it was acquired by ACI, successfully initiating similar growth strategies in the UK beer market.

General Management

David first General manager role came at the ACI owned NZ Glass Manufacturers in 1993, leading to becoming GM of ACI’s Australian business in 1996. In 2000 he joined Amcor as Group GM of Marketing, then took responsibility for Amcor consumer packaging across Australia and New Zealand.

In 2007 he became Managing Director of OfficeMax Australia and New Zealand.

Reputation research

David joined EY Sweeney Research as Head of Corporate research in 2011, building a reputation research practice, which has completed over 50 major reputation research, studies, from the ground-up. In 2018 he also became Principal of Reputation Research Pty Ltd.

With this career background David brings a thorough understanding of the challenges facing corporate leaders combined with unrivalled experience in conducting reputation and stakeholder research.

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