By Tamara O’Brien, TMIL’s roving reporter
One thing I don’t miss about being an agency copywriter in the 90s is the journey to pitch for a big reporting project. Four of us, top-to-toe in black, crammed into a black cab. The designer, all but obscured by an A3 portfolio of design layouts. The project manager wedged among bags of handouts, brochures, smelling salts and other necessities. The account director, phone clamped to ear. And me in my Jigsaw suit, perched alongside the designer on one of those backward-facing fold-down seats, trying to keep nerves and stomach in a state of equilibrium as we lurched through pre-congestion zone traffic.
By the time this frazzled gang of crows had arranged itself in the client’s reception – well, let’s just say ‘beauty contest’ was something of a misnomer. But that’s how pitches were done back then.
Thankfully, this approach is as antiquated as word processing. And not just because technology has taken over. The annual report has changed – and with it, the relationship between agency and client.
Today’s guests shared their insights into the creative and strategic aspects of the annual report from their agency and client-side perspectives. Claire reminded us that in Trust me I’m listed, there’s a whole chapter (‘Them = Us’) devoted to this little-explored but crucial partnership.
Bringing out the best in each other
As a company secretary overseeing the AR process, Lorraine set the tone by saying that her mantra was ‘You don’t have to be an expert in everything’. And she cheerfully admitted to not having ‘a creative bean’ to her name. But for her, partnership isn’t just about filling skills gaps. She seeks to work with agencies who understand that she needs them to help her push creativity internally, and bring people on board with their ideas. Her role is to assist this by creating a culture of collaboration, so that each partner feels comfortable in challenging the other.
Sallie enthusiastically endorsed this, by explaining Black Sun’s Four Cs approach: being a Core extension of the client’s team; taking a Co-ordinator role, and seizing the opportunity to bring the client’s multiple stakeholders together; acting as a Challenger, not just creatively but to ensure messages are consistent across all communications; and being a Champion for the client, externally and internally.
Questions pertinent and impertinent
Questions from the audience rolled in thick and fast, but first Claire had one of her own, on the point about agencies challenging clients. It can be difficult to demand of senior people, for example, ‘What do you really mean by statement X? Where’s the evidence for statement Y?’. The client is paying the bills after all. How do you get round that?
Lorraine answered by enlarging on what collaboration meant to her. Since she’s obliged by legislation and auditors to get to the truth, it’s her responsibility to create the kind of culture that supports this. So she makes it clear to the agency that she wants to know what they really think, positive and negative. And gently reminds colleagues, where necessary, that the AR is not a marketing document!
For Sallie, the answer was to see the ‘awkward’ questions in the context of the company’s wider journey. The agency needs to understand what the company’s long-term vision and goals are – and help them get there by telling their story as clearly and engagingly as possible. Claire agreed, commenting to the effect that it’s the difficult questions that reveal a company’s true and unique nature (a keystone of the Financial Reporting Council’s guidelines for the strategic report).
Q: Is the creative aspect of the AR still relevant in a world where stakeholders can access company information through so many other channels?
YES! chorused our panel.
Lorraine: Good design makes information easier to find and understand.
Sallie: And enables information to be used beyond the AR – in videos, fact sheets, case studies…
Claire: Besides which, a wall of text is unreadable. Design isn’t about pretty pictures – it’s about turning information into communication, making the annual report readable.
Q: What’s the panel’s view on design-led pitches?
In a reply to gladden any design agency’s heart, Lorraine said that in her view such pitches were neither right nor appropriate. At Reach, they ask agencies to critique their AR, to show whether they understand the company’s issues. Design work is only involved if it aids understanding of the agency’s approach.
A delighted Sallie concurred. Seeing the AR as part of the company’s bigger story, rather than an end in itself, was ok by her. She also made three pleas. One was for more time – a week is not long enough for any kind of meaningful pitch. Secondly, please don’t put us solely in front of the procurement team – this is a relationship, not a transaction. And third, feedback on why a pitch failed – those rare instances! – is really helpful. Claire helpfully chipped in that there’s a section in the book on how to put together a fair and effective tender process.
Q: How do you get the executive team more involved in the AR process?
For Sallie, not having access to senior leadership was one of her biggest frustrations. But that’s changing, partly because investors are not averse to asking some impertinent questions themselves – did the Chair write their own letter, for example. Lorraine was understandably gentler on her executives, easing them into the process through a combination of personal encouragement and impeccable organisation.
A lot of carrot and some stick, then! summarised Claire, one eye on the clock. Just time for some top tips.
Top tips for producing the AR while working from home
Lorraine: Plan, plan, plan! We’ve got a detailed timetable that I circulate regularly. Zoom is great for 10-minute catch-ups, and for joining useful meetings you wouldn’t ordinarily be part of. Also, don’t make this the year you change everything.
Sallie: Totally agree. Keep communication lines open. And share your challenges with your agency, so we can support you in the best possible way.
Claire: And be kind. It’s a good time to remember that we’re all human!