The Rare Corporate Design award for:
Most Compelling Narrative
Charlie Wigan, Rare Corporate Design, and Chris Perry, Tullow OilAggreko plc
InterContinental Hotels Group plc
Man Group plc
Tullow Oil plc
This award recognises the most persuasive and compelling story in an Annual Report by a FTSE100 or FTSE250 Company. It takes more than just good strategic content in an annual report narrative for a company to inspire confidence. It requires a wellcommunicated and coherent discussion of all the essential strategic value-adding components to engage and enthuse the reader, whether analyst, professional investor, retail investor or other stakeholder.
This is about more than mere words. A truly compelling narrative provides an
unparalleled understanding of the business. It is vital to adding strategic value effectively. This is about Annual Report narrative that presents a coherent and cohesive discussion of strategic value added to reveal the realities and the potential of the company. It should aim to tell a really good story that will keep its readers’ interest and attention throughout, leaving them at the end with a sense of open, objective and transparent reporting.
The judges ultimately conferred this award on Tullow Oil. They commented that Tullow’s 2009 Annual Report was a delightful document to use and excitingly refreshing in its efforts to engage and involve the Report user. The Company is keen to present its strategic thinking, illustrate its capacity for strategic management and provide evidence of its underlying strategic capability – and does so very effectively.
The Oil & Gas sector is generally weak as a sector when it comes to the quality of strategic value added in Annual Reports. Many companies typically produce detailed operational reports more than a strategically focused discussion. Tullow Oil is a distinct and refreshing exception that has clearly borne fruit.
About Rare Corporate Design:
Rare Corporate Design has been producing annual reports for 40 years. Their philosophy is simple; compelling editorial content combined with impactful design produces the most powerful communications.
Rare believes that an Annual Report represents a real opportunity for any listed company to produce material that will inform investors and stakeholders on future thinking and action while providing the ideal platform for demonstrating corporate strategy, addressing key issues and articulating strengths and positioning. It is for this reason that it is proud to sponsor the Award for the ‘Most compelling narrative’
