How to do annual reports in the Internet age

Outside the obvious targets of the City and shareholders, who are understandably most interested in the numbers, annual reports have many audiences. Still, all too many make for pretty turgid reading, and rely primarily on the standard pie/bar charts to convey the financial data. So it was a pleasant surprise to see Home Retail Group, owners of well-known UK high street brands Argos and Homebase, taking a different approach this week with this nice creative use of video. It’s a pity, though, that the people behind it didn’t recognise that the rather dry, jargon-laced corporate language used in a printed report wouldn’t work as a spoken narrative. Still, it’s better than many I’ve seen.

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