Background

Severstal is one of the world’s leading vertically integrated steel and steel-related mining companies with assets in Russia, Latvia and Poland. It is dual listed in London and Moscow.


Challenge

Since Hudson Sandler was appointed by the company in 2009, the global steel industry has witnessed periods of considerable change. During that period, Severstal has undergone significant transformation by divesting its international business and focusing on the more profitable Russian market. This has created a challenge of keeping the Company’s global stakeholders educated and up-to-speed on such a dynamic market and company.

Method

We work closely with the company to profile the chairman and senior management, and position the business as a leader in the global steel industry via thought leadership and industry commentary, securing high profile coverage in the business press and regular broadcast interviews.

In addition to the financial calendar, M&A and crisis support, we drive ongoing media campaigns to support the Company’s strategic priorities such as industry leadership in innovation. A series of successful press trips for both specialist and mainstream international business journalists to Severstal’s flagship assets, aimed at showcasing the company’s operational excellence, have resulted in full features in key international publications.

In 2010 we supported the company’s first ever Capital Markets Day in London and since then we present the company every year to the international investment audience and senior media commentators in London.

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Outcome

8Capital markets days since 2010

Despite an ongoing wariness of investing into Russia, over the years Severstal has developed a strong investor following and is regarded as one of the most transparent companies among its peers. Today, the company is widely recognised as one of the world’s most efficient and profitable steel businesses.


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