Thanks to the internet, the annual report is scarcely recognizable. What was once a dull black-and-white printed book that made an almighty thud when it landed in your hallway is now a virtual journey through videos, charts, maps and all sorts of HTML graphics.
Video content is a central element of the annual report from US retailer Lowe’s: clips appear in all sections except for the financial information.
The opening CEO’s message to stakeholders is presented via an embedded YouTube video, lasting not much over a minute, illustrating the art of keeping things short and sweet.
‘Lowe’s focused the majority of its annual report resources this year on the online execution,’ notes Noah Butensky, chief operating officer at design company Curran & Connors.
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