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Case Study #4:
Hostile Takeover Bid

Situation

Crosby|Textor was engaged by a large corporation facing a hostile takeover bid from a competitor.

The bid for the protagonist to increase its shareholding was dependent on the regulatory approval approval, whereby it had to prove its proposed increase was in the national interest.

Crosby|Textor was engaged to conduct research and subsequently assist in the development of an aggressive public affairs campaign to fend off the bid.

Challenge

The research challenge was to gauge perceptions of our client, especially in its rural heartland communities, and to understand the relevant brand equities and disequities of our client and the protagonist competitor.

The research also extended to monitoring attitudes towards the unique operating environment and share structure of the protagonist as a means of helping to develop resistance to its bid.

Result

Crosby|Textor’s research equipped our client with valuable information to mount a targeted communications campaign to fend off the bid.

The result was a successful outcome for our client. The protagonists backed down from their bid, citing our campaign as the most aggressive they had encountered.