Campari Group won the 2022 ProShare Award for Best Overall Performance in Fostering Employee Share Ownership: 501 – 5,000 employees. In this article, Global Shares tell us about how they partnered with Campari Group as they launched their first all-employee share ownership plan (ESOP) in 2021.
As their partners in launching the plan, we saw up close Campari Group’s commitment to employee ownership and determination to acknowledge and reward their people with an attractive share plan that would work for them.
The plan they proposed was a flexible one, giving participants the ability to sell shares at the first opportunity, but also incentivising them to retain shares for at least three years.
There were several key elements to achieving this.
The plan was incredibly well thought through, but what really made Campari Group’s efforts stand out for us was the effort they put into making sure that all employees, no matter where they were in the world, were fully briefed and informed on the opportunity being presented to them.
With a potential participant pool of 3,200 individuals spread across 24 countries on multiple continents, reaching out to all eligible employees and providing them with the information they needed to properly understand what was being proposed was not straightforward. But this did not deter Campari Group. On the contrary, they embraced the challenge and committed themselves to developing a communications strategy that would take the message around the globe, while remaining cognisant of the fact that some of their target audience might have a limited understanding of share plans at the start of the process.
There were multiple strands to their communication strategy, some key aspects of which are included here.
We also played our part in these efforts, with a view to making the registration process as unintimidating as possible.
Campari Group’s determination to reach as many of their employees as possible and demystify what was being proposed proved to be worthwhile, with more than 51% of eligible employees having registered on the online Equity Gateway platform by the mid-December registration deadline.
The Camparista Shares Plan is now an ongoing initiative, with an annual registration window allowing more employees to sign up and experience the benefits of employee ownership.