Borrowers: Borrowers start to play a strategic game
US toy manufacturer Mattel gave out Barbie dolls to potential investors, Mexico’s satellite TV company Innova offered baseball caps illustrating its global connections, and Australian mining company CRA showed off its prize pink diamond. Were such roadshow gimmicks the keys to the success of their bond deals? It’s hard to say. But they are part of an increasingly hyped marketing environment designed to interest investors when there’s stiff competition for their attention and their money.
Consider Innova’s aggressively structured $375 million deal, a 10-year bond that is non-callable for five years.
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