Cases:
IPO of a real estate company
One of Switzerland’s leading real estate companies was about to be listed on SWX Swiss Exchange. The financial community and business media knew little about the company or its management. The very idea of buying stock in a real estate company was unheard of. Our client asked that we handle all communications during the entire IPO-process until the date of the listing.
Our contribution:
- an IPO communications concept
- media work (press conferences, journalist briefings)
- consulting with the board of directors and management throughout the process on all aspects of communications
- planning and producing a corporate brochure
- an image ad campaign in support of the IPO
- a new website, including a comprehensive investor relations section.
We generated all communications tools and raised the profile of the company and its management significantly and in little time. The IPO went well – all shares issued (incl. greenshoe) were placed and the shares were traded well above the issue price.
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Public share offering
In direct competition with powerful minority shareholders, a European private-equity company tendered a public offer for shares in a Swiss company. We assisted for several months, from the initial declaration of intent to the offer’s expiry. Part of the assignment involved educating the media and the public about private-equity companies and their important place in the economy.
Our contribution:
- strategic communications planning (communications concept)
- issues monitoring and consulting throughout
- operating the equity company’s media office in Switzerland; fielding a spokesperson
- media work such as press conferences and journalist briefings.
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Restructuring of an industrial corporation
A stagnating global economy and internal structural problems put a venerable, listed industrial company under financial stress, making from-the-ground-up restructuring, including recapitalization, inevitable. During this delicate process, customer and supplier relations had to be taken care of and the workforce and social partners persuaded to accept new, more flexible working conditions as the only way to maintain and improve the company’s global competitiveness in spite of its costly Swiss production base.
Our contribution:
- consultancy services throughout the process for management and the board on all external and in-house communications
- continued issues monitoring in the media and other relevant environments
- planning and execution of communications mandatory for listed companies (ad hoc publications, semi-annual and annual reporting)
- communications on the restructuring in coordination with lawyers, auditors and investment banks
- edia and financial analysts’ conferences
- shareholder letters
- media releases
- website
- internal communications.
These measures were vital to a smooth restructuring process under less-than-favorable economic conditions. Having been made aware of the company’s potential, customers and suppliers remained loyal. The attitude of the media and public toward the turnaround became increasingly positive to the point that today, the company is once again perceived as a strong niche player among Switzerland’s industrial companies.
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Takeover offers for listed companies (case 1)
Subsequent to an extended market evaluation and several takeover offers, one of the world’s leading manufacturers of measuring equipment decided to merge with a foreign competitor. When the European competitor extended a friendly takeover offer to the Swiss company, we took charge of communications during a complex takeover process lasting several months, from the initial offer to delisting of shares. We provided strategic communications consulting for the board and management of the listed Swiss company and supported the execution of communications, including
- strategic communications consulting to board and management
- planning and executing the communications strategy
- planning and executing communications as mandated for listed companies (ad hoc publicity)
- communications on all aspects of the takeover process, in close cooperation with top management, lawyers, auditors and investment banks
- generating and modifying the communications platform as needed, including Q&A
- media conferences, providing background and contact programs for top management
- reports and advertisements
- writing and editing media releases and in-house communications.
The takeover of the Swiss company generated considerable media coverage. We established the company’s key messages in the marketplace and created goodwill for the company and its management among all target groups, including the public, media, shareholders and workforce.
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Takeover offers for listed companies (case 2)
A leading color measuring equipment manufacturer and technology leader received a friendly takeover offer from a US competitor. We took charge of all communications activities during the entire takeover process, from initial preparations to listing. We also provided board and management of the listed Swiss company with strategic communications consulting services and executed all communications, including
- strategic communications consulting to board and management
- issues monitoring in the media and relevant environments
- planning and executing of mandatory communications for listed Swiss and US companies by the respective Swiss and US stock exchange regulations
- communications related to the friendly takeover offer, in close cooperation with the top managements of both companies and in coordination with lawyers, auditors and investment banks
- generating and modifying the communications platform as needed, including Q&A
- media conferences and background briefings
- media releases
- internal communications
- generating reports and advertisements.
The new, international company soon put its mark on the entire industry, while generating substantial added value for its shareholders. Additional high-quality jobs in Switzerland put the takeover in a positive light in the media and among the Swiss workforce.
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Divestment of an insurer and integration in the parent company
A leading Swiss life insurer active throughout Europe executed another step of its focusing strategy with the divestment of one of its subsidiaries, whose life insurance business was integrated in the parent company and its other portfolios sold off. In close cooperation with the client, in a short three months we planned and implemented all internal and external communications in Switzerland’s three major language regions. These are some of the services we provided:
- communications concept and scenarios
- communications support and coaching for top management
- monitoring the media, industry and public at large
- generating fact sheets and other documents for internal and external presentations
- generating media releases and slide shows
- press conferences, journalist briefings
- recommending venues for internal and external information events
- emergency/contingency planning.
A coordinated information flow created understanding for the divestment across all target groups. Media commentary was factual and both workforce and the public were ready to accept the divestment.
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