CONTEXT
A European-listed digital marketplaces group had just completed a large acquisition, becoming the global leader in its sector. It now had a new board and an expanded portfolio of assets. The group had also committed to presenting the strategy and financial objectives of the new group at a capital markets day.
Three critical dynamics shaped the positioning challenge:
- A transformed group to introduce: The acquisition had transformed the group’s scale, portfolio and geographic footprint. Investors needed a clear picture of the combined group: where it would focus, how the different businesses would come together and which synergies to expect.
- High market expectations: Accellency had surveyed key market participants a few months earlier, and the survey showed high expectations for the event. Investors were looking for a new mid-term ambition, deeper insight into the main assets and a clear view of monetisation opportunities.
- Scale to turn into growth: The central question was how the group would use its unrivalled scale and portfolio to accelerate growth. The event also had to showcase the strength of an enlarged management team.
APPROACH
Accellency advised the executive team and investor relations on the strategy, content and delivery of the event.
- An equity story reset around the market’s questions: Accellency drew on the perception survey and its proprietary equity story methodology to help the group reset its narrative. The new story was built around the questions investors were asking: where the group would focus, how it would grow and what it would deliver in the medium term.
- An innovative format built to be memorable: Accellency shaped a hybrid event, held in person and streamed live, with a fast-paced format designed to hold attention in the room and online. Short interactive sessions, most of them 10 to 15 minutes long, alternated with videos and interviews. Deep dives into the main businesses, integration, people and innovation showed the depth of the new management team.
- One equity story, told consistently across channels: Accellency advised on the positioning of the equity story. It also worked with the speakers, from content to rehearsals, so that each presentation reinforced the unique equity story.
RESULTS
Hailed as one of the most highly regarded investor events in its sector, the capital markets day created long-lasting engagement around the stock. Investors and analysts came away with a clear, shared conviction about the new group. The reset equity story then shaped the market’s conversation for months to come.
The event was also a clear demonstration of the executive team’s vision and ability to execute. Investors saw a deep, cohesive leadership bench well beyond the CEO and CFO, which gave them strong confidence in the group’s capacity to deliver.
A landmark moment for the newly combined group, it also ignited strong internal momentum, rallying the teams behind a shared ambition.
