USA Today Features Baker’s Annual Report Philosophy

Santa Monica, CA (June 2006) — Today’s annual report is rapidly becoming more than just a means for investors to track the financial performance of companies in which they have invested.

As revealed in a recent issue of USA Today® (Krantz, Matt — May 22, 2006. “Many Annual Reports No Longer Published by the Numbers.”), the move toward “beyond the numbers” annual reports is indeed a significant one — and Baker has emerged as a leading force behind this new exercise in out-of-the-box brand marketing. The driving idea behind the “new” annual report format is that now company representatives can use the report year-round as a calling card, a sales presentation piece, or a capabilities brochure.

Winner of the League of American Communications Professionals (LACP) “Top Annual Report Agency of the Year” award in both 2004 and 2005, Baker has led the way in the redefining of the annual report, producing effective communications pieces that are far more than just a collection of numbers. According to the USA Today article, more than 75% of companies plan to issue separate reports for corporate messaging and financial information.

“It’s an idea that is really catching on,” comments Baker Brand Communications President Gary Baker, adding “Companies used to be reluctant, incorrectly assuming that investors would perceive the move as a sign of financial cutbacks or difficult times ahead. But numberless annual reports are a way for companies to break through the clutter and to expand revenues, by creatively directing attention to their products and services. They effectively communicate information while stressing brand differentiation, vitality and strength.”

About Baker | Brand Communications

Baker is a corporate brand consultancy and communications design firm. For nearly 25 years we’ve been helping corporations achieve their business objectives and market potential through strategically grounded, creatively driven communications. Baker’s award-winning strategists, writers, designers and dedicated account teams draw upon proven methodologies and offer clients a superior level of service. Our comprehensive communications services include brand strategy and development, identity systems and naming, corporate communications, annual reports, marketing communications, interactive, video/media and brand management.

Gary Baker
President & Executive Creative Director
800.939.5008 x308
g.baker@bakerbrand.com