An annual report for employee eyes only

The Marketing Arm creates an internal annual report to inform, educate and engage employees

In 2007, Dallas-based communication firm The Marketing Arm grew as never before—ending up with 1,200 employees spread from Los Angeles to London.

As is often the case after fast growth, employees retreated to their own corners of the business—and the world—and became increasingly unaware of what other areas of the firm were up to.

“While an employee in San Francisco may know what’s happening in their office or on their account, it’s unlikely they’re as familiar with what’s happening in Charlotte or Chicago or Beijing,” says Communications Director Chris Anderson. “We want them to get the big picture of what we’re doing here—beyond their account or their current program or campaign.”

That’s why the agency’s communication team is creating a traditional annual report—but employees are the target readers.