In a strategic move, Elliott Investment Management has launched a podcast targeting Southwest Airlines Co.
What Happened: Last week, Elliott began its podcast initiative called "Stronger Southwest" to engage with Southwest shareholders, as reported by Business Insider on Monday.
While settlement discussions are ongoing, the future of the podcast remains uncertain. Experts suggest that Elliott's approach is cost-effective and facilitates direct communication with stakeholders.
Cas Sydorowitz, the global CEO of shareholder engagement service Georgeson, said, "Hosting a podcast is a new and potentially effective way for an activist to showcase the qualifications of their director candidates."
The firm is advocating for a strategic overhaul to boost performance, as Southwest's stock has dropped nearly 50% over the past five years. Despite strong travel demand, passenger numbers have not returned to pre-pandemic levels.
Current CEO Bob Jordan, who has been with the airline for 30 years, and chairman Gary Kelly are being held responsible by Elliott for the company's poor performance. Elliott's public campaign began in June, with a shareholder vote scheduled for Dec. 10 to consider its eight board nominees.
Southwest's board, which consists of 15 members, is considering appointing four new independent directors, potentially including Elliott's candidates. The podcast features interviews with Elliott's director nominees, starting with former WestJet CEO Gregg Saretsky.
Why It Matters: Elliott Investment Management's actions are part of a broader strategy to exert influence over Southwest Airlines. In early September, Elliott secured enough shares to call a special meeting at Southwest, holding 10% of the airline's common stock. This development came just before a scheduled meeting to address leadership disputes.
Recently, Southwest's stock saw a rise after the company responded to Elliott's call for a special meeting. Southwest criticized Elliott's demands as "unnecessary and inappropriate," suggesting that the timing was intended to disrupt the airline's ongoing business transformation.
Price Action: On Monday during the pre-market, Southwest was trading 1.42% lower than its Friday close at $30.98, according to Benzinga Pro.
