Smiths saw our promo for The Long Tail, and immediately called us in to talk about how animation and motion graphics can help communicate the executive summary of an annual report. We also talked about Corporate Social Responsibility, and the ability to deliver reports in a more environmentally sound way online, rather than through print.
We began a period of consultancy with Smiths looking at how they could use the web to encourage public companies to improve their reporting. And we became very interested in how the vast majority of annual reports, when delivered online, stick to the tired (and media-illiterate) method of simply producing a PDF.
Smiths now publishes a rating method for published annual reports, including publishing guidelines for making a good online annual report.