2012 Winners & Shortlists

Brief Explanation

Communicating the bank’s progress and achievements over a 12-month period needed more than a conventional annual report, given the scale and diversity of stakeholders. Satisfying divergent communications needs (from highly- sophisticated investors to low-come expats) could not be met by a single document. To tailor each report to the specific needs of different stakeholder groups. Give readers a comprehensive picture of the bank’s activities.

The Brief

The agency was briefed to produce corporate reports that communicated its outstanding growth driven by its three-tiered strategy that focused on growing core business, broadening scope, and expanding geographically. Alongside this, NCB wanted to express its commitment to sustainability evident in its diverse range of social and environmental activities.

How the final design was conceived

We produced a corporate pack containing four separate (but complementary) reports covering the bank’s activities and progress whilst addressing all stakeholder groups. The design worked effectively as a suite of literature which had a distinctive style in line with the bank’s corporate guidelines.

Indication of how successful the outcome was in the market

The corporate pack received wide-ranging praise from key stakeholders and was the subject of a special commendation from the United Nations Environment Programme in Switzerland. We believe that this is the first time that any bank in the Gulf region has successfully undertaken such an all-encompassing approach to communicating multi-faceted information to such a disparate spectrum of audiences. In particular, NCB is now recognized as the regional leader in sustainability and CSR reporting.