Changing perceptions using the annual report
Writing a report that didn’t simply discuss figures, but also put the record straight.
De La Rue
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.
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.
One delighted client.
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Client: De La Rue