How Pirelli Turned the Staid Old Annual Report Into Future-Focused Marketing

An obligatory securities filing can still embody a brand's mission and purpose

In the crush of news about the coronavirus, recession and racial unrest, comparatively few in the business realm (or anywhere else) are likely to take notice of something as pedestrian as a company’s annual report. Why would they? Securities laws make annual reports mandatory for publicly traded corporations, which is one reason why—unless you’re an analyst, investor or shareholder—they’re among the driest publications one is likely to find.

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