How to report on a year that wasn't that flash

Annual Report

  • Copywriting
  • Art Direction
  • Concept

Client Contact:

Philippa Ellis

Collaborators:

DNA:
Grenville Main
Mike Pennington

2005 was a hard year for Tower. Performance was down against a lot of KPIs. Yet, a lot of hard work had been done to sure up the company.

Whilst the news wasn’t as rosy as it should be, Tower was going to be in a much better position for the coming year; hence the creative platform:
‘Its not what you look at that matters, but how you see it that counts...’

The sub theme for the year was ‘taking the bull by the horns’ – acknowledging there had been challenges, but putting a positive spin on the future outlook.

I was responsible for overall creative concept and art direction.