GROWING BOARDROOM SHAREHOLDER VALUE

Boardroom Limited

Mergers and acquisitions can destroy shareholder value, confuse markets and generate internal resentment. Managed well however, they can generate positive understanding, grow stakeholder value, and spark interest in markets and employees alike.

  • ISSUE
  • DESIGN & ACTIVATION
  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • CORPORATE

CHALLENGE

In 2018, Boardroom Limited strengthened its position in Malaysia through the strategic acquisition of Symphony Corporatehouse Sdn Bhd, as well as its three wholly-owned subsidiaries. This combined offering and client base made them the largest player in Malaysia with over 30% market share.

In order to retain and grow shareholder value, the merger integration process could not just be an initiative with a budget and a completion date. It needed a compelling vision and organising principle which is human-led. It had to happen through the people who will live and work it. 

SOLUTION

Through a series of in-depth discussions with the clients from both BoardRoom and Symphony; as well as staff focus group discussions, Activiste uncovered insights on what clients and staff wanted, but also feared. These fuelled a branded merger strategy, that not only galvanised the Malaysian market, but also consolidated BoardRoom's international branding efforts with a global brand refresh and new visual communications system.

Townhall meetings, integration staff workshops across business units bonded staff from both entities, and client communications on the merger were managed systematically over a 9 month period. 

IMPACT

Reinforced positioning of Boardroom as a regional entity that has already started to unlock new value for Malaysia-based clients with regional aspirations. It has established a clear signal to internal audiences of the importance and benefit of coming together quickly for a better future.

 

The Malaysian merger culminated in a client event in 2019, attended by 400 senior executives across private and public sectors; with BoardRoom's international partners and senior management demonstrating new innovation platforms for business services.