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Analysis for FT annual reports service
The Financial Times Annual Reports Service (ARS) provides serious, self-directed investors with free and convenient access to companies’ annual reports, still widely regarded as the single most important source of information for shareholders and potential investors.
Research conducted for ARS identified that many potential customers did not understand the full range of investment critical information contained within annual reports. Our brief focused on clarifying a message / media mix which would ensure that the information needs of customers were fulfilled as they became aware of the offer, and were subsequently motivated to try and use ARS.
