In April 2007 the French luxury retail group PPR appointed HERING SCHUPPENER as communications adviser for the acquisition of the 27.1 % majority stake and the subsequent friendly takeover offer to the remaining shareholders of PUMA, a German icon in the sport lifestyle business.

We consider the communications activities worth a 2007 SABRE Award, because - against all odds - this cross-border M&A transaction was one of the smoothest and most widely accepted in recent history.

 

The Task

•           Consistent and synchronised communication of the cross-border transaction in the relevant markets

•           Motivation of as many shareholders as possible to tender their shares (ambitious target: controlling stake of min. 30 %)

 

The Challenge

•           PPR: Completely unknown in