Disney's defensive strategy in the most expensive proxy battle in history
Business,Disney,Arts And Entertainment,CEOs,Bob Iger,Banking And Finance,Elections
The Walt Disney Co. and Trian Partners, led by Nelson Peltz, are currently in the midst of the most expensive proxy battle in history.
Why it matters: Disney is pulling every communications lever to fight off Peltz ahead of the April 3 shareholder meeting.
Between the lines: Disney must cast a wider than normal communications net because of the enormous amount of retail investors who own the stock.
Zoom in: To do that, it has launched a grassroots effort by placing targeted social media ads, creating a designated LinkedIn page, calling the everyday shareholder and launching a landing site — votedisney.com — that includes expert analysis, FAQs, attack ads and details about the board of directors.
The site also includes what can best be described as an attack ad. The video takes shots at Peltz and Trian's other board nominee, former Disney CFO Jay Rasulo, while touting Bob Iger's business savvy and track record as CEO.
It also includes a more light-hearted "get out the vote" ad, featuring DuckTales character Professor Ludwig Von Drake.
