Creative annual report concepts get readers talking

01/28/2013 | Advertising Age (tiered subscription model)

Novel concepts for annual reports can help fuel word-of-mouth-marketing about this year's document, this article notes. An Austrian solar energy company issued an annual report in a seemingly blank book whose content was activated only by the sun, while other firms have used changing colors, touch-sensitive elements and other surprising physical features to build buzz. "The annual report should not only be a bunch of facts and numbers, but it should also portray what a certain company is all about -- what it believes in, what it wants to communicate to its target audience, and, of course, what it wants to accomplish," said Nikola Zinic, co-founder of Bruketa & Zinic, an agency specializing in novel report concepts.

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