LEADING COMMERCE COMPANY
[Agency: The Abernathy MacGregor Group]
Challenge: Our agency was retained one year before the commerce company’s IPO to assist with investor relations and financial communications for the joint U.S./overseas listing.
Actions: Among other actions, we helped identify underwriters and sell-side analysts and made introductions; conducted a peer benchmarking analysis, including core metrics used; provided counsel on the company’s positioning, messaging and media relations; assisted with the recruiting and onboarding of an internal IR officer; consulted on messaging for offering a registration document and roadshow presentation; prepared a Q&A and conducted rehearsals for the management team in advance of investment bank presentations and roadshow; developed communications materials for customers, employees and external partners during the registration period and for Listing Day; assisted with media relations between registration filing and Listing Day; and consulted on Listing Day activities, including devising media strategy, handling stock exchange logistics and media training the CEO for both print and broadcast interviews.
Results: The stock was priced above the range and closed the first trading day up over 50 percent. Our agency devised a post-listing IR plan, and we continue to provide counsel and support on IR and PR matters.