The background and challenge
Coca-Cola Hellenic Bottling Company (CCHBC), a leading bottler of The Coca-Cola Company, manufacture, package, merchandise and distribute non-alcoholic ready-to-drink beverages across 28 countries in the world.
2016 was the fourth year we have supported CCHBC in producing its Integrated Annual Report (IAR) since they listed on the London Stock Exchange as a FTSE 100 company in 2013.
The key objective in 2016 was to communicate how the company is ‘entering the growth era’ through a strong investment case, engaging design and linked narrative throughout the report.
Two hero pages were designed at the front of the report, setting up the theme ‘entering the growth era’ and illustrating the company’s current progress and 2020 vision. The hero pages captured the business 'at a glance' and provided a strong investment case for readers, not only showcasing where the organisation is now but where the business is focused moving forward.
We worked with CCHBC to better articulate its group strategy through a new diagram which set out the growth and value drivers for the business. The strategy received excellent feedback and following our Complete 100 research, it is one of the strongest strategies in the market.
The communication of materiality, which strategically follows the risks section, identifies issues which together have the greatest potential to impact the company’s ability to create and sustain value over time. We worked with CCHBC to better connect the materiality and risk sections through clear links, and identifying relevant material issues across each strategic pillar.
In addressing sustainability issues, CCHBC moved away from including all GRI information in the report, and as an alternative, placed it online. Links throughout the report directed readers to this additional information on the website, resulting in a more concise IAR.
The strategy, materiality and risk sections have been a real step forward for CCHBC. In addition to being accepted as a very effective communication tool by employees, the IAR received excellent external feedback.
“As a Swiss-domiciled company quoted on the London and Athens stock exchanges and in compliance with best practice DJSI and GRI requirements, we have a lot of bases to cover while telling a strategic, balanced and concise story. Black Sun are not only at the forefront of best practice in these areas, but are also hugely motivated to support us in what has been an evolutionary reporting journey over the last few years.”
Basak Kotler, Director of Investor Relations