m Cubed releases unique annual report

The concept, design and production of the document, which is unlike the hundreds of look-alike annual reports released in South Africa each year, has been executed by specialist branding agency [code]. The genre chosen by [code] is familiar to everyone involved in financial consulting, broking and investment - the financial magazine.

Alison de Lorm, marketing communications manager at m Cubed, says: "Despite the large number of financial periodicals available on South African shelves, the similarities far outweigh the differences, making the parody of this sector an inviting, interesting and exciting prospect."

By creating a 'new magazine', titled the 'Financial Report', as a vehicle for the annual report, [code] has presented m Cubed's results in the most appropriate idiom and in a way that speaks of its innovative culture. "The layout closely follows that of financial magazines," says Shelley Atkinson of [code]. This even includes advertising, which is completely unheard of in annual reports. On closer inspection, one realises that most of the adverts are m Cubed-related, highlighting the company's individual divisional brands within the new overall brand identity.

The front cover focus is "targeting growth", portrayed in the visual by a can of high-energy drink, labeled "Bull's Eye". This conveys a strong message that the company has in the past year delivered on its promises to investors and is again targeting growth in the next financial year.

The cover also carries highlights of the three main inside "features" - m Cubed's post-merger progress, its substantial growth in the past year and the group having exceeded financial forecasts. This immediately highlights essential elements for the financial reader.

The first page of a magazine is crucial in grabbing the attention of the reader. An important feature for analysts, media and small investors alike is a clear-cut divisional breakdown of the company under review. m Cubed's "financial magazine" has this set out on the first page. A contents page follows, providing the reader with an immediate reference link to important financial and corporate information.

It must be noted that, while the approach is unique, the report covers all the essential and mandatory accounting aspects required by general accounting practices, including the chairman's and managing director's annual reports, an introduction to the group's board of directors, a comprehensive section on divisional performance and the financial statements for the full year.

At the end of the report, there is an overview of resolutions to be tabled at the annual general meeting, a section covering major press releases for the year and even a crossword puzzle.

Independent investment strategist and financial author Jacques Magliolo says he found the report innovative and fun, saying that it does make for easier reading, particularly for the layman. As the results are sound, from an analytical point of view, the creative approach does not risk being accused of attempting to divert attention from the real aim of the report. "It is strong performance innovatively packaged," he says.