Pressing home the perception shift

Client: Vector

Vector AR2018 5

A year on from a dramatic repositioning, Vector continues the story.

Vector’s 2017 Annual Report was deliberately a mind-altering publication, designed to shift perceptions from being a pure electrical lines company to a new energy technology company. But perception shifts aren’t achieved with one publication. Repetition and evidence of change is critical and it’s a multi-year journey, often internally as well as externally.

This 2018 report built on the prior year’s jolt, but works harder to energetically explain the reasons for the shift: protecting their customers’ energy future in the face of a veritable onslaught of macro disruption forces, from climate change to new technologies, and advancing consumer choice.

Beyond this philosophy story, the report makes a progressive lurch towards integrated reporting (<IR>), including a Value Creation Business Model, a materiality matrix and reporting back on the most material issues for their various stakeholders with detailed and comparative performance data.