Changing perceptions using the annual report

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

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

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

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