Alcatel-Lucent 2010 Annual Report

Big ideas, simple copy: Telling the Alcatel-Lucent story

Alcatel-Lucent set an ambitious goal for its 2010 annual report: to make the story of its complex, highly technical global business as simple and relatable as possible—and to shine a spotlight on the company's thought leadership about where digital communications are heading. Ascribe and its Paris-based editorial partner, Editech, were invited back to write the 80-page, highly conceptual document, working closely with the chosen design agency and senior company executives to deliver copy in a tight timeframe. Process management and responsiveness were key to successful execution, yielding a striking communications product on deadline. Ascribe and Editech collaborated previously on Alcatel-Lucent's first two post-merger annual reports in 2006 and 2007, and on the company's 2007 corporate social responsibility report.