Laing O'Rourke - annual report

Challenge

Since 2006, we have been working with Laing O’Rourke as a strategic communications consultancy on a wide range of programmes, ranging from employee engagement initiatives and tender consultancy to annual reports and other corporate message development. In 2007, we were asked to take on the Laing O’Rourke annual review and bring it up to the standard expected of a FTSE100 company.

Insight

To be recognised as a global player, Laing O'Rourke needed to communicate like one.

Solution

The primary audience for the Laing O’Rourke annual review was not shareholders or investors but a wider group of stakeholders, which included current or potential customers and government agencies, particularly those related to infrastructure or planning.

By looking at global peers rather than limiting ourselves to UK-based competitors, we set a world-class benchmark to measure our solutions against. This ensured the company’s strategic communications would be recognised as coming from a world-class organisation.

Result

Our creative solution for Laing O’Rourke’s annual report helped reposition the company away from its contracting roots and instead as an engineering market leader. Our designs even allowed the group to re-use much of the report content in bid work.