The family-run Otto Group breaks new ground in financial communications. Therefore, its latest annual report, entitled “The Way Ahead”, is, with its handwritten typography, scribbles and sketches, reminiscent of a travel diary. Multifaceted and entertaining, the main theme of the publication is “innovation” with a special focus on the aspect of “mobility”, thus sending the message that Otto Group is a dynamic, internationally active group of companies. Accordingly, it portrays the members of the managing board in short “on-the-move” profiles, for example in a meeting with committed junior staff, while shopping in a supermarket with the in-house developed Yapital app, or while keeping the group fit with lead and speed in the streets of San Francisco. The profiles thus convey an engaging image of the company group that is always close to the customer and up-to-date in developing new business ideas. The financial report with its clean, clearly laid-out tables also follows the concept of being unpretentious, and is quick and easy to grasp.
Statement by the Jury
With its annual report “The Way Ahead”, Otto Group manages to approach the rather serious topic in a light and playful manner. The consistent use of handwriting and graphic elements, which purposefully look as if scribbled hastily onto paper, contribute not only in making the content easily accessible, but also in conveying the message that the company group always has the customer in mind in a trustworthy manner.