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Dublin: 10 °C Sunday 20 April, 2014

3D Corporate Financial Document of the Day

Paddy Power’s 2011 Annual Report is out this week – and almost all of its many illustrations are drawn in 3D.

WE ALL KNOW that 3D films are the rage these days, but it’s pretty rare that you would see a publicly-traded company’s financial documents take a similar plunge into a third dimension.

Not the case with Paddy Power, though – whose annual report, out this week, is almost entirely illustrated with the old-school red-and-blue effects that make its drawings 3D.

Presumably investors and others who are given physical paper copies are supplied with the appropriate glasses, though awkwardly there’s no way of replicating the 3D effect when reading the soft copy.

There’s even a page donated to the tale of ‘Jobless Paddy’, the Galway man who spent his life savings on a billboard asking companies to hire him and who ultimately got a position on the bookmakers’ PR team as a result.

Between illustrations, the report tells us (in comic book-style speech bubbles) that the bookie turned an operating profit of €120 million last year, the largest in its history.

The bookie intends to expand its operations into continental Europe this year, hoping to have a foothold in Italy before the Euro 2012 tournament begins in 50 days’ time.

Read: Paddy Power hopes to make Italy some offers it can’t refuse

Retro: Not-so-Jobless Paddy: Billboard jobseeker wins PR role with Paddy Power

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