Changing perceptions using the annual report

Writing a report that didn’t simply discuss figures, but also put the record straight.

annual report finance sector De La Rue
The client

De La Rue

The challenge

How do you challenge an established perception of your business? De La Rue were unhappy that people thought they merely printed banknotes when their secure printing and measurement technology actually at the cutting-edge of innovation. They wanted their annual report had to challenge this misconception, yet still report on the year just gone.


The solution

We got straight to it, putting a question on the front cover – ‘Just a banknote?’ Highly unusual for an annual report, it challenged the reader to reconsider their view. Page one then built on this question, debunking misconceptions and outlining technical sophistication, security and durability. Only then did we get into pounds and profits.

 

The results

One delighted client.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: Pauffley

Client: De La Rue