OUR YEAR IN REVIEW 2009 by ADDISON CORPORATE MARKETING for Heineken

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OUR YEAR IN REVIEW 2009

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Industry Beers and Ciders
Media Design & Branding
Market United Kingdom
Agency ADDISON CORPORATE MARKETING
Released March 2010

Credits & Description

Category: Large Business - international or global scale
Advertiser: HEINEKEN
Product/Service: ANNUAL REPORT
Agency: ADDISON CORPORATE MARKETING
Date of First Appearance: Mar 23 2010
Entrant Company: ADDISON CORPORATE MARKETING, London, UNITED KINGDOM
Entry URL: http://www.annualreport.heineken.com/archive/2009/
Global Corporate Relations: Gijsbert Siertsema (Heineken NV)
Client Services Director: Guy Jefferson (Addison)
Account Director: Suzannah Oliver (Addison)
Design Director: Martin Chiles (Addison)
Digital Design Director: Neil Cooper (Addison)
Technical Director: Stewart Birch (Addison)
Print Design: Kanu Khunti (Addison)
Account Executive: Esther van den Bovenkamp (Addison)
Media placement: Annual Report - public website - 23 March 2010

Describe the brief from the client
The Annual Report needs to engage with various stakeholder groups that use it as their primary source of information regarding Heineken’s business activities. Employees, private and institutional investors, alongside other interested parties, should be able to clearly understand how Heineken manages its 200 international, premium, regional, local and specialty beers and ciders and its geographical reach; while being one of the world’s leading brewers in terms of sales volume and profitability in 2009.

Describe the challenges and key objectives
Our challenges were to give a sense of the excitement that surrounds the Heineken brands and operations alongside its ability to engage the various stakeholder groups that take an interest in the Annual Report. Heineken also had a desire to embrace the internet as the primary channel of communication challenging us to create an approach that was media neutral and focused on users interaction with content, whether in print or online; in English or Dutch. The illustration style formed part of our three year corporate branding of Heineken’s financial and sustainability communications.

Describe how you arrived at the final design
After our research and consultancy stages created a clear content structure for the report – based on peer group analysis and audience interviews – we developed a media neutral design approach which worked successfully throughout the Annual Report across all media signposting and highlighting a number of key messages. The Quick Read feature enabled a 2 minute interactive journey through key areas of the report, supported by simple and intuitive ways to access further detailed content, whether facts about the company and their markets, a quick review of the year’s highlights or more detailed narrative and financials.

Give some indication of how successful the outcome was in the market
The agreed visual style has been adopted across other internal and external corporate communication projects at Heineken allowing the organisation to stand out from its peers in the beverages industry. The internet version has allowed Heineken to reduce the number of printed reports it produces which has also resulted in an increase in the overall readership of the report via the web. External awards have included: Platinum: Consumables/Food/Beverages/Tabacco in the LACP Awards 2010; GOLD: written text, GOLD: Chairman's Letter and SILVER: Interactive Annual Report in the 2010 ARC Awards Competition.