Its clever approach to using its Annual Report as lead sales brochure attracted the attention of Your Honor judges, who awarded Preti Flaherty with first prize in the Annual Report category.

Addressing its strategy, Preti Flaherty says that the Annual Report serves as the firm’s signature promotional piece. “Its popularity with clients and attorneys has minimized our need for a standard firm brochure. We attribute its success to creative, client-focused, story-telling copy, powerful imagery and unique ability to accomplish our goal of cross-selling services to existing clients and to attract the interest of prospects. It is an ideal replacement to the standard brochure because its content is always up-to-date and current each year.”

Long on descriptions of its thoughtful and timely solutions to clients’ needs, this 12-page, 8.5 x 11-in. document entitled “Creating Opportunity” does not tell the story in numbers and lists like so many other Annual Reports. Instead, vignettes and tightly cropped photographs describe the clients’ situations and needs and the firm’s solutions. Four full-page feature-type “ads” highlighting the more significant work handled by the firm show its deep and global capacity to address serious issues like water shortage and healthcare for infants and the elderly. Tying to the overall theme, each feature-ad carries a  headline that starts with the word “Opportunity.”

Click here for video of the award presentation and an interview with the winner.