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Improve your company’s credibility, reputation and market positioning

The IPA has this week published 'Best practice in narrative reporting 2008', which outlines its key recommendations for companies to improve their narrative reporting to ensure future business success. This is part of the IPA’s overall strategy to promote the importance of brand power in the boardroom, and the role agencies can play in this process.

22/07/2008

The IPA has this week published Best practice in narrative reporting 2008, which outlines its key recommendations for companies to improve their narrative reporting to ensure future business success. This is part of the IPA’s overall strategy to promote the importance of brand power in the boardroom, and the role agencies can play in this process.


The publication documents the key learning from judging the IR Magazine award for ‘Best Narrative Reporting’, a category which was developed in response to the increasing demand from investors, analysts, and other key stakeholders for more information to be provided in, and communicated from, company reports, as well as the additional mandatory reporting requirements that have come into force since the introduction of the *‘Enhanced Business Review’ last October.


Says Moray MacLennan, IPA President and Chairman Europe, M&C Saatchi, “Through publications, events and particularly sponsorship of the IR award, the IPA wishes to continue to stimulate and crystallise the arguments around the importance of best practice reporting, and encourage companies to increase their reporting on intangible assets and brand value, in order to improve the transparency and visibility of effective brand stewardship and value creation.”


Thorough analysis of the entries submitted into the competition from companies whose reports have created the best understanding of their business, by the high-profile judging panel, convened by the IPA, has provided the following findings:


• The benefits for a company committed to high-quality disclosure are increased credibility, improved market positioning and an enhanced reputation.

• Good disclosure practice is a priority, on which future business success depends.


• Disclosure, even of past performance, creates expectations for the future and therefore can, and usually does, lead to changed management behaviour.

The full findings and recommendations for companies are contained within the report.


Says Janet Hull, IPA Consultant Head of Marketing and Reputation Management, “We expect to see companies increasing their use of narrative disclosure processes to increase the understanding of the process of corporate value creation, and increase the recognition of the importance attached to intangible assets, which create a large chunk of that value.”


All IPA member agencies have been sent a free copy of the report. If however your company has not yet received it, please contact Will@ipa.co.uk. Alternatively you can buy further copies, priced £30 from the IPA website.


Last updated 22/07/2008


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