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When the time came for APA to shift its annual reporting from an operational to a investor-centric approach, we knew exactly what to do.
We used design and direct messaging in a multi-channel programme that expressed what was in the pipeline for the company and its investors. The opportunity was to better reflect APA's strategy and maturing as a business.
APA Group was formed a little over 10 years ago and has become Australia's largest energy infrastructure business, owning and/or operating approximately $12 billion of energy assets. Wanting to build on their 'pipeline business' they asked us to use the annual reporting programme to further position them as a smart and successful investor brand, with a strong vision and strategy.
In 2011, we mapped out a strategy together based on the strength of the business and needs of investors. The 'what's in the pipeline?' theme was developed to convey the future outlook of the business and the investor promise of Growth, Security and Value. And to make their strengths shine and be noticed we adopted a more contemporary and forward-looking style.
2012's overarching message 'redefining our potential' was told by APA's key asset, their people. It expressed that the APA of tomorrow must deliver investors even more than it delivers today.
To make the investor promise more accessible - and to make the most of the strengths of each channel - a separate annual review, from the financial report, was maintained, as was a specific online annual review.
APA has received positive feedback on its annual reporting from many of its stakeholders and peers and are now set to continue telling their investor story in a confident way.