GLA has a taste for Appetite’s annual report

The Greater London Authority has appointed Appetite to create its 2004 annual report. The report will evaluate the first four years of the authority and comes as it moves towards June’s mayoral election.

Appetite head of communications Bruce Beresford says the group was briefed to communicate ‘a snapshot of the first four years of the mayor’s tenure’. It will be an ‘upbeat’ view, he adds, reflecting the fact that ‘London is thriving’.

Visually, the piece will ‘represent London as it is – multicultural, filled with energy and dynamic’, Beresford adds. He is adamant the report will not be ‘an electioneering or campaigning vehicle’. ‘It’s a requirement for the GLA to produce a report each year,’ he says.

The group was appointed following a four-way pitch last month.

The next GLA elections are to be held in 2004. The authority comprises an executive mayor and an assembly of 25 members, who all serve for four years. The candidates for 2004 mayoral elections are Lib Dem MP Simon Hughes, Green Party candidate Darren Johnson, Livingstone and Steve Norris for the Conservatives.