Reinvent the medium.

Client: Air New Zealand.

Air New Zealand were in the middle re-inventing everything, including their own future. They had a fresh take on most things, which took the lead on most things aviation. And so, when we got the request to ‘reinvent the annual report’ we jumped at the chance.

The first thing we did was to assess the different audience groups and their information needs. This led to separating the financials into a standalone document for compliance and analysis, and a twice-yearly ‘business magazine’ that told the ‘stories’ behind the numbers that retail investors want to hear. We changed the language of annual reports, changed the structure of the content, and adopted more engaging design approach that invite readers in to join the conversation. This reinvention reset the rules that many others have since followed.

Blog Posts. Thought-leading insights.

19 Feb 2019 by Mike Tisdall

Integrated Reporting: Don’t aim for perfection. Just get i...

I see too many clients hesitating to get on the integrated reporting bus. Often because they perceive that there’s a lot of internal change needing to happen before this is possible. Sometimes it’s because...

03 Aug 2018 by Mike Tisdall

Sticking to your annual report timetable

I’ve just spent two full days with about 20 annual report preparers on an integrated reporting training course. In amongst the learning and sharing experiences about preparing content for integrated reports, it...

14 Jun 2018 by Mike Tisdall

SDG Bingo

The UN Sustainable Development Goals (UNSDGs) are great, so why are they making me feel uncomfortable? They set wonderful global targets to ‘ end poverty ,  protect the planet  and  ensure...