EDF is the largest utility in Europe, and its privatisation was long-awaited by the market. It came at a time of particular political sensitivity in France, and also in the wake of the cancelled IPO of French-company Eutelsat in volatile markets. This deal had to cope with more challenges than merely its size. There was considerable demand from the retail offering, which was allocated 60% of the total deal: EDF attracted 5 million individual shareholders and over 120,000 employees, an absolute record in France. The French Government announced it was pricing the landmark privatisation IPO of EDF at €33 off a range of €29.50 to €34.10. The €7bn deal was the largest European IPO in 2005. Media Tree successfully managed a three-team, three-week, three-continent roadshow in a record pre-production time of 4 days. The accelerated launch by the French government took everyone by surprise. The key was being able to deliver the breadth of the logistics execution on unusually short notice. Media Tree met this challenge to all of the EDF management’s highest expectations.

“I have truly appreciated the organisation behind our roadshow, and the friendly and very efficient nature of Media Tree team.” Daniel Camus, CFO, EDF