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WINNER
Mittal: Pursuit of Arcelor
Maitland
In January, Maitland was appointed by Mittal Steel - the world's largest steel company - to advise on its comms strategy around its unsolicited £15bn bid for Arcelor - the world's second largest steel producer. For 20 weeks Maitland was at the heart of a pan-European and US campaign to inform the capital markets in which Mittal operates about the deal.
When Arcelor's defence tactics included suggesting to the industry that worldwide steel production could be affected, and that shareholders should instead back its proposed merger with Russian firm Severstal, Mittal successfully worked with politicians, employees and union leaders in communicating the benefits of the deal. It also worked with Mittal's advertising agency to target the most influential group of people - Arcelor's shareholders. According to newspaper and investor reports, it was this shareholder work that was integral to leading the bid into a friendly merger in July, with 92 per cent of Arcelor shareholders in acceptance.
HIGHLY COMMENDED
J Sainsbury: Reputation Improvement under Justin King
Finsbury
Sunday Business described retailer J Sainsbury as 'off its trolley' when Justin King took over as CEO in March 2004. It was right. Market share was down to 16 per cent (compared with Tesco's 30 per cent), with investors in revolt. Finsbury has helped rebuild shareholder confidence in the store and by March 2006 The Daily Telegraph was describing King's turnaround plan as 'hitting new highs'. This month, Sainsbury announced a sales rise of 6.6 per cent to the week ended 7 October.
HIGHLY COMMENDED
LSE: Defences Against Four Approaches
Finsbury
Four bids for The London Stock Exchange - four offers rejected. That has been the successful track record of Finsbury's LSE defence documents for the exchange. Beginning in September 2004 when Deutsche Börse offered £1.25bn, and had to later withdraw in the face of shareholder protests, LSE and Finsbury have since seen off Australia's Macquarie Bank, Euronext and NASDAQ.
FINALISTS
BPB - Defence against Saint Gobain
Finsbury
Drax Refinancing, Defence and Listing
Tulchan Communications
Marks & Spencer - Ongoing reputation management
M&S
£10.2bn sale of BAA plc to the Ferrovial Consortium
Brunswick
