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TELECOM ITALIA

TELECOM ITALIA

Reporting: from disclosure to presenting the investment story and company value

#Reporting
#Content and stories
#Understanding trends

Brief

Already in 2013 Telecom Italia felt the need to create a new communications channel – going beyond the annual report’s strict focus on disclosure – to narrate the story of the company’s achievements. The goal was to strengthen stakeholder relationships and the corporate brand.

The project was successful and was continued also in the following years. As part of Telecom Italia’s financial reporting, it conveyed the new strategic direction and a more consistent presentation of company investments and its role in the development of society.

Our work

CONNECTED LIFE: TELLING THE STORIES BEHIND THE ANNUAL REPORT

We developed a new communications channel aimed at narrating the story of the company’s achievements to strengthen the corporate brand. We created a printed as well as an online version in order to reach out to different stakeholders.

We worked together with Telecom Italia and our partner KW Digital to define key messages and design the final products (a printed brochure and a dedicated website). Our work included:

  • Benchmark of international examples of hybrid reporting including both disclosure content and storytelling
  • Definition of key stories to be covered and selection of material (photos, videos, etc.)
  • Writing stories in Italian and English for presentation in both printed and digital versions

BEYOND NUMBERS: FROM DISCLOSURE TO PRESENTING THE INVESTMENT STORY AND COMPANY VALUE

Building on our 2013 project we developed a new edition focussing on the Telecom Italia business strategy, using stories and example reach out to non-professional stakeholders.

We worked together with Telecom Italia to define key messages and select the stories to illustrate its business strategy and investments. Our work includes:

  • Developing stories in Italian and English for presentation in both printed and digital versions in a tight time frame
  • Design the printed brochure and support the development of a dedicated website, plus selection of related materials and links

Support the Telecom Italia team in presenting the project both internally and to external stakeholders

Result

The project was the first example of a hybrid report in Italy, i.e. where the annual report available in PDF is addressed to professional users, while stories about the company are presented interactively, using images and videos.

The second project went beyond that done in the first year, as it not only told different stories about the company’s initiatives, but used narrative reporting as a way of putting into context the strategy of the company, its role in society and how sustainable and innovative the business is.