Winner: Aetna – Aetna Annual Report – “Creating Value, Shaping the Future”
Seeking to provide an engaging context for its annual report, Aetna released its first-ever online summary in spring 2010. As part of an initiative to improve the company’s environmental impact, the online posting eliminated 120,000 printed copies. To support the theme “Creating Value, Shaping the Future,” Aetna embedded 16 videos within the report, including seven testimonials from external constituents highlighting Aetna’s value and employees discussing the company’s sustainability practices and community efforts.
The transition to digital dramatically increased the report’s exposure, as the unique visitor count for the 2010 report was double that of its predecessor for the same 23-day post-launch period. The innovative inclusion of video throughout the annual report enabled Aetna to personalize the brand and make meaningful connections with employees and customers.
Mount Sinai Department of Medicine/Think So Creative – The People Behind the Medicine: Mount Sinai's Department of Medicine boosted awareness with a book featuring interviews with Mount Sinai faculty members whose interests and achievements span multiple divisions.
PepsiCo – Performance with Purpose: The Promise of PepsiCo: PepsiCo’s 2009 Annual Report refreshed the “Performance with Purpose” theme and introduced “The Promise of PepsiCo” as a compelling initiative with an emphasis on performance, agility, innovation, balance and consumer value.
Temasek Holdings (Private) Limited – Temasek Review 2009 – ‘Shaping our Journey’: Temasek Holdings’ annual report effectively communicated financial strength despite challenging market conditions by reminding stakeholders that Temasek had stayed the course over the past 35 years. The report showed that Temasek was committed to long-term sustainable returns by emphasizing historical performance records.