It might not be the sexiest part of the industry, but producing an effective annual report remains a tricky creative challenge. It is, after all, a case of turning financial figures and corporate commentary into something that people want to read.
If the recent International ARC Awards are anything to go by, then this is a challenge that few are quite as adept at addressing as Insight Creative.
Overnight, the agency was declared the category winner for best Traditional Annual Report at what is considered the most prestigious awards event of its kind in the world. The award was won for Insight Creative’s 2016 annual report for Mercury Energy, released shortly after the organisation rebranded.
The indie agency was the only local representative at the awards show and also picked up a pair of gold for its reports for Auckland International Airport and NZ Super Fund as well as a silver for Sanford.
Insight Creative founding director Mike Tisdall says there’s been an evolution in terms of what clients want from their annual reports.
He says clients increasingly view annual reports as an opportunity for corporate storytelling and he now views the challenge as something akin to developing a magazine.
More so than just delivering financial statements, he says reports now give organisations an opportunity to express what the core tenets of the brand are.
This was particularly important with Mercury’s annual report because it came shortly after the organisation rebranded, making it important for Insight to dig into the strategy and the structure of the brand to ensure it accurately reflected the new positioning.
Insight chief executive Steven Giannoulis shares this sentiment and says that the annual report really serves as a touchstone as to what the brand stands for.
“It was a big piece of work that required us to reflect the right tone, attitude and ethos behind the brand,” Giannoulis says.
Here’s the full report: