A change of direction.
Fletcher Building’s 2018 Annual Report had a big job to do.
A report of two halves, the emphasis needed to be firmly on the new CEO’s strategy for the future, while still delivering the rear vision mirror view of the last 12 months.
After presenting three different creative territories with high communication potential, the platform of ‘Focus’ was selected – reflecting the essence of the new strategy which was to narrow the focus of the business in a number of ways. Visually this was implemented through the document by using a high proportion of images that really did focus on detail rather than be distracted by showing fulsome shots of major projects.
The future strategy was dealt with right up front in clear and simple terms, then revisited in more detail directly after the Chair and CEO reports. Given the year’s history of profit downgrades and market guidance pointing to a solid financial loss, the design of the report needed to stay structured, pragmatic and simply present the required information professionally and with gravitas.
What will improve integrated reporting?
For those companies seeing the benefit of structuring their annual report along ‘integrated reporting’ lines, the latest move by the International Integrated Reporting Council (IIRC) is interesting. The...
Interim Reports – the unintended consequences
So, listed companies no longer need to publish an Interim Report. Great: less work, less cost. But if that means you’re communicating with your retail shareholders and other stakeholders at only 12 month intervals,...
Integrated Reporting: Connectivity of Information
It’s one of the core principles of an Integrated Report (<IR>). But many clients seem to think it’s one of the hardest. We’ll get to that in a minute – but spoiler alert: it isn’t really. First,...