Merck

Merck sends a clear, “no more business as usual” message to investors, with what has been called one of the “five great annual reports ever.”

When global pharmaceutical giant Merck embarked on a major change of direction, the CEO was looking for powerful tools to communicate the firm’s new future strategy, “Plan to Win.” A bold report by Brandlogic accomplished this goal, clearly marking a new beginning for the company.

The well-received design struck a fine balance between Merck’s past accomplishments and new. The report gave stakeholders a clear understanding of where the company was headed and presented a compelling case for the future.

The Brandlogic design emphasized the important role of clear information architecture in making a complex plan more accessible. Patrick R. Williams, Ph.D., a leading communications consultant with Ragan Communications, called the report one of the “five great annual reports ever.” He noted that it presented Merck very effectively saying, “This report actually makes you look forward to next year’s.”