Case: Annual Report 2015
At a time of information overload and ever decreasing concentration spans, annual reports may seem a necessary evil – unless you blend powerful storytelling with very concise copy. Which is what I did for Dutch government agency CBI in producing its 2015 2015 Annual Report.
Like the 2013 annual report I wrote for CBI, the 2015 edition contained the usual array of required facts and figures – but this time we wanted them presented in fewer words with a higher attention value. To achieve this we focused less on back office operations and policy, and more people, their stories and actual results.
CBI, the Centre for the Promotion of Imports from developing countries, is widely recognized as Europe’s leading centre of expertise when it comes to European market information that is relevant to developing country exporters. The agency’s goal is to contribute measurably to sustainable economic development in developing countries by helping them to increase their exports.