Pennon Group PLC

The Brief

The challenge was to develop a report idea to clearly show Pennon as one of the largest environmental infrastructure groups in the UK. Pennon is at the top end of the FTSE 250 and has assets of £5.8 billion and a workforce of around 5,000 people.

In 2016 the Annual Report comprised a responsive web based HTML version, with specific downloadable content and interactive areas, and a 168-page printed report.

AB has a long-standing relationship with Pennon and, in addition to corporate reporting, works on pension comms, exhibitions, films, digital, etc.

Our Approach

With a new Chairman on board the 2016 report focus was on another year of strong performance and solid financial results, which translate directly to shareholder value.


AB worked with Pennon to present a clear investment case, informing the reader through relevant content, engaging them through distinctive design ideas and educating them through compelling messaging. The chosen creative route was able to bring the business model to life (digital and print) and communicate how the Group works together to deliver high quality services and a safe working environment for the people and communities they serve.

The Solution

We delivered an annual report – print and online – that successfully promoted the success of Pennon to shareholders, customers and other stakeholders. The reaction from key audiences was positive, particularly those that are new to the group. They find it easy to read and it provides a clear introduction to what Pennon does.