2015 Agency Elite Awards: Financial Communications

Winner: ICR Inc.—IPO Communications 

ICR, the consistent market leader in IPO communications, provided strategic counsel and communications services on 38 IPOs in 2014, including many of the best growth stories of the year. ICR worked with Freshpet, the fresh, refrigerated pet food brand, ahead of its IPO on NASDAQ. The company was less than 10-years-old and had limited brand exposure. The primary objective was to educate the investment community as Freshpet faced a lack of familiarity with the concept of fresh pet food, as well as product misconceptions, with many believing that “fresh” equated to higher cost.

Leading up to the IPO, ICR educated the financial media and coordinated opportunities with top-tier national outlets for the CEO to discuss Freshpet’s growth potential. Background briefings ultimately led to in-depth stories that communicated all key messages on listing day. A pre-IPO interview with CNBC’s Mad Money was cited by a investor as the reason he became interested in inviting in the company.

On IPO listing day, ICR and Freshpet created a unique experience at NASDAQ that would allow the financial community and media to experience the brand first-hand. This included having a Freshpet-branded refrigerator on the floor to show off the latest product offerings and some furry friends present at the bell ringing. ICR also lined up a series of listing interviews with the likes of Fortune, Forbes, CNBC’s Street Signs, Bloomberg TV’s Taking Stock, TheStreet TV, The Deal and more. The sustained communications program leading up to the IPO helped Freshpet price at $15 per share, and gain 24 percent on its first day of trading.

Honorable Mention

  • JCPR Inc. - A Partner in Communications