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1
March 2015
Planning a Top-Class Non-Deal Roadshow
to Reach Out to Investors in Asia
Leonid Fink and Uhi Huui
3 3
ADVICE AND
COUNSEL TO
+700
COMPANIES
42
CONSTITUENTS
OF THE FTSE
350
17 FTSE
EUROTOP 300
COMPANIES
400 STRONG
TEAM
8 IPOs FROM
RUSSIA/CIS
OVER THE PAST
4 YEARS ALONE
LEADING
INDUSTRY
SECTOR
DESKS
OPERATING
FROM 20
OFFICES
ACROSS
12 COUNTRIES
4
Financial PR
& Investor
Relations
Business
Matching &
Fundraising
Strategic
Media
Relations
China
Market Entry
Strategy
Media
Training
Brand and
Reputation
& Event
Management
Crisis &
Issue
Management
CEO
Branding &
Corporate
Positioning
Film &
Motion
Market
Intelligence
& Research
Government
Relations
ePR &
Digital
Marketing
Our Services
A Selection of Our Team’s Russia / CEE Expertise
5
Financial communications,
media relations support
$8.1 bln public offering of
the largest diamond
producer in Moscow. Re-
designed corporate
website.
Disposal and IPO of
Stillwater Mining in
Montana, communications
support to the share buy-
back programme
International IPO, on-going
investor relations and
international media support
Financial public relations
and IR for IPO raising
$1billion
IPO and retained London
financial communications
support
On-going financial
communications support,
media relations
programme, strategic
advice
Retained investor relations
and corporate
communications support
since 2005
International listing in 2011
and media relations
Investor relations and
corporate communications
support
$4.3bln IPO and listing in
London and Moscow.
Designed Investor
Relations website.
Produced investment case
video.
SPO on the London Stock
Exchange. On-going
corporate reporting
Retained investor relations
consultants since 2010
Retained investor relations
consultants
Capital markets
engagement programme
On-going PR support to
build the Bank’s profile
among European
audiences.
5
Experience in Supporting Transactions
6
£8.1 billion public offering
of the largest diamond
producer in Moscow
£3.6 billion IPO of Russia’s
leading gold and silver
mining company – the 1st
to enter the FTSE 100
November – December
2011
US$2.4 billion IPO in
London and Almaty of
Kazakhstan’s largest
mobile telecom
US$1.2 billion IPO of
Russian state-owned rail
cargo business
US$18 billion listing on the
London Stock Exchange
IPO on the London Stock
Exchange raising
US$ 1.6 bln
IPO on the LES and MoEx
raising US$ 1 bn
IPO and Listing on the
London Stock Exchange
raising US$ 160 mln
US$5 billion IPO of
Russia’s largest port
operator
IPO on the London Stock
Exchange of the leading
Russian producer of
mineral fertilizers
Privatisation and IPO on
Warsaw Stock Exchange
of CEE’s leading stock
exchange
£356.7 billion London IPO of the UK’s largest and fastest growing consumer debt purchasers and providers of receivables management solutions
FTSE IPO of international
brewer
Advice to Optimum Coal in
ZAR 1.5bn capital raising
and R8bn
Series of cross-border
acquisitions prior to FTSE
IPO
We advised Central &
Eastern European bottler
of Coca-Cola on demerger
from CCA (Australia),
£1.7bn London listing and
subsequent £4.3bn merger
with HBC
6
7
China Starch
Holdings Limited
中 國 煤 層 氣 集 團 有 限 公 司
China CBM Group Company Limited
Experience in Roadshow Management and
Communications
8
Uhi Hui is founder & CEO of Instinctif’s office in Hong Kong, Beijing and Shanghai to local and
multinational clients, including Global and Fortune 500 companies. The offices have been
recognized and rewarded with a string of local and regional award-winning campaigns.
Born in Hong Kong and having studied abroad, Uhi started her career as a columnist for a leading
Chinese daily. She graduated in journalism from the University of Wisconsin in Madison, USA, and
is trilingual, being fluent in English, Mandarin/Cantonese and conversational French.
Uhi Hui
Leonid Fink
Leonid has many years of experience in corporate financial communications working for a variety
of Russian and CIS clients, providing strategic advice, assisting in crisis and issue
communications and training newsmakers for engaging with the media.
Prior to this, Leonid had a successful career in business journalism, spending over 15 years at the
BBC, where he worked for the BBC World Service (Russian Service), as the Business Editor, and
commented on the Russia and CIS business affairs for the World Business Report.
Leonid has a Master of Arts in Journalism from the Moscow State University.
Your Team
9
Having led over 10 IPO projects and serving over 20 listed companies in Greater China, Sheila is
a veteran of public relations. She has worked in both agency and in-house, and is therefore
perfectly placed to understand needs from the client’s perspective. Sheila started her career in
public relations agency mainly engaged in the financial field and was in charge of both the Hong
Kong and Shanghai offices for a financial PR agency which mainly engaged in capital markets
and corporate communications, prior to re-joining Instinctif. She also worked in a HKEX listed
company to oversee the corporate communications and marketing department. Sheila Chow
Jonathan joined Instinctif as Senior Advisor in Hong Kong and specializes in Capital Markets. Prior
to joining Instinctif he had a 30 year career in Investment Banking, both in London and Hong
Kong, where he worked primarily in Equity Capital Markets for firms including CSFB, HSBC and
Daiwa Capital Markets. Past experience has brought Jonathan into frequent contact with
institutional investors, enabling him to provide insights on the capital markets and PR strategies.
Jonathan Orders
Ding’s expertise includes stakeholders (government, policy makers, business, academia,
community, NGO) mapping, partner identification, due diligence, regulatory research and analysis,
engagement and perception audit, crisis management and corporate social responsibilities (CSR)
programming. Ding is a qualified PRC lawyer and has worked on numerous M&A, IPO and
government relations projects. She also held a position at InvestHK, a Hong Kong government
department promoting Hong Kong as a business location.
Ding Hong
Your Team (cont’)
11
“Know yourself and your enemies,
you’ll never lose a battle.”
知己知彼,百战不殆。
—— SUN TZU, The Art of War <孙子兵法>
12
20%
80%
0%
20%
40%
60%
80%
100%
Yes No
10%
90%
0%
20%
40%
60%
80%
100%
Yes No
70%
10%
20%
0%
20%
40%
60%
80%
100%
Yes No NA
Investor Perception
Remark: interviewed 10 international / Chinese background investment banks and assets management companies
Are you familiar with Russian companies? In the past 12 months, did you handle any
project related to Russia?
Will you consider to invest in a Russian company?
13
Investment Trigger
Remark: interviewed 10 international / Chinese background investment banks and assets management companies
Investment Obstacle
• Management track record
• High yield
• Growth path
• Diversification of portfolio
• Sustainability
• Transparency
• Corporate governance
• Lack of information
• Intransparent legislation
and jurisdiction
• Language barrier
• Perceived political
instability
• Economic sanction
• Currency risk
Investor Perception (cont’)
14
Energy
High
Tech
Finance Mining
Oil and
Gas
Resources
Interested Sectors
Remark: interviewed 10 international / Chinese background investment banks and assets management companies
16
China
Hong Kong
Singapore
• Proactive
• Strict rules & regulations
• Cautious
• Return of investment is most important
• Open-minded
17
Financial News, 3 March 2015 Headline: “Why Hong Kong execution bankers are hanging out in Russia” … An equities banker covering Hong Kong added: “There are so few deals going on in Hong Kong at the moment that bankers are going to find deals wherever they can.” …
19
Why Roadshow?
98%
2%
98% Management interaction is critical in investment decision
30%
70%
70% Open to “good fit” companies reaching out
14% Tendency to deal directly with analysts or financial institutions
Source: Corbin Perception
86%
14%
20
• Allow interaction
• Garner real-time conversation
• Build awareness and understanding
• Create more meaningful dialogues
• Gain investment insights
• Management gain confidence
Meeting Investors
22 Source: Corbin Perception
Get Prepared
93%
Execution
track
record
92%
Strategic
vision
79%
Effective
capital
allocation
84%
Management
quality 84%
Sustainable
competitive
advantages
23
To let the potential investors to understand your strengths, you need to
develop easy-to-understand materials, including:
•High quality written materials
•Informative
•Precise
•In both English and Chinese
PowerPoint Presentation Corporate Brief Corporate Brochure Management Biography
Preparation is Key
24
Before attending the non-deal roadshow in Asia, a spokesperson training is
essential for speaking at conferences and taking media interviews.
A focused training program allows the spokesperson(s) to:
•Feel comfortable and speak with confidence
•Engage in public speaking effectively
•Communicate key messages clearly
•Develop consistency in telling your corporate story
•Reply sensitive / challenging questions skillfully
Get Plenty of Training
25
Industry Events
• Asian Financial Forum (AFF)
• China Overseas Investment Summit
• International Investment Forum
• China Overseas Investment Fair
• The World’s Investment Summit
• China SME Overseas Investment Forum
• ChinaGoAbroad
January
August
September
October
October
July
TBC
27
Media Relations
•Essential to build strong awareness for your company and to create
a positive image / perception
•Critical to educate the potential investors and stakeholders about
your company
Create Awareness & Understanding
28
Pre Roadshow
•Media release / interview generates awareness
During Roadshow
•One-on-one interview creates in-depth coverage
Post Roadshow
•Media tour updates positive developments
Create Awareness & Understanding (cont’)
29
China is the largest media market and online population •2 National wires
•2,200+ newspapers and more than 40 newspaper groups
•9,500+ magazines
•2,000+ TV companies (3,000+ channels)
•300+ radio stations
•3.3 million websites, online population reaches 564 million, access through mobile phones surpasses PCs
Media Landscape - China
30
Party Newspapers
Financial TV
Financial Daily Newspapers
(Designated by the China Securities Regulatory Commission to disclose information on listed companies )
Business Newspapers
People’s Daily Guangming Daily Economic Daily
Securities Times
Media Landscape - China (cont’)
31
Online Financial Media
Financial BBS (Bulletin Board System)
Social Media
Financial Bloggers
Ye Tan Niu Wenxin Liu Jipeng Tao Dong Kai Ensi Xu Xiaoming
Netease
Media Landscape - China (cont’)
32
Financial Daily Newspapers
Online Financial Media
Financial TV
General Media
Media Landscape – Hong Kong
33
Financial TV
News Agency
Financial Daily Newspapers
Business Magazine
Media Landscape – Singapore
35
Important in NDR:
• Materials Preparation
• Spokesperson Training
• Media Activities
The CAT NDR Approach
Credible
Accelerating
Transparent
36
“A wise leader considers
both advantages and disadvantages.”
智者之虑,必杂于利害。
—— SUN TZU, The Art of War <孙子兵法>