Effective communication
These days, a brand’s first job is to be interesting. And being interesting for most brands, most of the time means new ideas, new things to say, new ways to say it. Most enlightened communicators would agree the best way to be interesting is with an idea, often based on an insight about the audience.

Being original and relevant
Creativity in business communications is never ‘one-way’. It’s about a dialogue and therefore must have a strong understanding and appreciation of the intended audience. It must not only be mindful of what you, the business, need to communicate, but also what the audience, the potential customer or investor, needs to know. Somewhere between those two needs is the persuasive magic of creative business communication.

Meeting the challenges of sustainable corporate reporting
There is growing recognition that standalone Corporate Responsibility/Sustainability Reports are more for the wider range of stakeholders – employees, NGOs, local communities, partners, suppliers – than for investors who want both a very clear understanding of how sustainability fits into the pattern of longer-term value creation and a basis to compare that company against other possible target investments.

Why short is the new long - The Demand for Simple Corporate Narrative.
The problem is that companies are under the illusion that they are producing ever better communication. This is simply not true. Companies have become used to providing a lot of data but, in consequence, no information. The real story is buried. And ticked boxes do not create understanding. The momentum is for a change toward straightforward explanations and a clear narrative, a story, which tells investors, the market, and the world beyond what is happening. The mood is one where bold, clear, short corporate reports will stand out and gain competitive advantage.