The Dickenson Group-created Phoenix Mills Limited’s Annual Report bags the ABCI’s Silver Award for excellence in Annual and Corporate Reporting.

The Annual Report of Phoenix Mills Limited (PML) for FY2011-12, created and produced by Dickenson Intellinetics Pvt. Ltd., recently bagged the Silver Award by the Association of Business Communicators of India (ABCI). The Annual Report was themed “All Roads Lead to Phoenix Marketcity”. ABCI is known for recognising excellence in corporate reporting. It is a platform widely acclaimed for rewarding the best practices in annual reporting and showcasing how a well-crafted annual report helps an organisation in its communications strategy.

LEVERAGING SYNERGIES
The Dickenson Group, which provides services in corporate communications, investor relations and financial public relations, has been collaborating with PML to create its annual report for four years. Due to the association, the Dickenson Group and PML’s management have managed to develop a high degree of comfort in delegating their efforts of communicating the brand and its financial performance effectively to investors. What also takes this association to a different level altogether is the great amount of creative freedom PML grants to Dickenson while producing the Annual Report.

This comfort factor emanates from PML’s Investor Relations (IR) Team and Dickenson’s Communications Team working seamlessly towards a common goal – that of producing a commendable annual report year after year. PML’s IR Team is one of the most pro-active, assisting Dickenson fully in ensuring their communication strategy pertaining to investors is crisp and direct.

ANNUAL REPORTING PROCESS
PML’s IR Team and Dickenson Group commence operations on the making of the Annual Report nearly three months prior to the print deadline.

A lot of energy is being invested on both the sides to evolve and create a highly-compelling Report. PML being a real estate company, the Dickenson Group begins its Annual Report process by surveying trends in real estate internationally and in the domestic market. Besides, it also reviews Annual Reports of some top real estate companies in the U.S., Europe and Far East before setting standards for corporate reporting for the content, Key Performance Indicators (KPI) and the creatives of the Report.

KEY DIFFERENTIATORS
A truly unique feature of PML’s Annual Report has been the original Case Studies presented on some of its retailers. The Case Studies highlighted how PML orients its business processes to enhance the appeal of its retailers. After all, a key hallmark of PML has been its ability to attract strong global brands and an array of fine-dining and entertainment options, and also the retailers’ strong affiliation for the Phoenix platform.

The Case Studies were an important aspect of the AR as every store has a story to tell. Each store creates its own unique space with exquisite designs, adding to the PML mall’s overall beauty. Retailers set higher innovation standards harping on spatial configuration and use of colours to create the right ambience. The Case Studies showcased new trends in designing of each retail outlet within Phoenix Marketcities which help promote an enjoyable shopping experience and draw people into the space.

HIGH-QUALITY CONTENT
Another significant and attractive feature of the AR was that the entire content and management letters to shareholders based on interviews with senior management at PML have been of high quality and expression. What is also worth mentioning is the exhaustive and friendly Table of Contents page in the Report. The Report also tried to create clarity on various verticals and assets of PML, enabling stakeholders and investors to understand the company well. Further, a few pages in the Report focus on PML’s business model and its ensuing business plans – something very few Annual Reports tend to showcase, particularly in India.

With years of providing corporate communication services to PML, the Dickenson-created Annual Report has become a sort of bell-whether for corporate reporting standards of realty firms in India. PML’s Annual Report is always perceived as one of the best in the real estate space.

- IR Connect
Editorial Team