Okay so I have since found out about the (imo very irritating) fact that I need to deploy Acrobat and Lightroom separately.
Acrobat XI Pro Install via CCP Packager for Enterprise unuseable - tips for the unitiated
So I thought I would use the Adobe Customization Wizard. I loaded the AcroPro.msi file from the Exceptions folder, made my changes and then I tried both Saving changes and Copying to a new file and neither work. When I run the msi, neither the company name nor serial are entered automatically. Can I have some help please?