Added value for stakeholders
We produce financial added value firstly for personnel, customers and owner. Important stakeholders for added value also include partners, investors and the countries and municipalities in which we operate.
In 2015, we produced financial added value for stakeholders totaling EUR 55.5 million (58.0). Dividend EUR 2.0 milloin (1.5) was distributed to the owner.
We sold products and services to customers for the total amount of EUR 108.1 million (114.6) and spent EUR 52. million (56.6) on buying goods and services from partners.
Engagement and successes
The core task of our HR function is to support, engage, and assist the employees of Nordic Morning Group to help them succeed in their work.
The cornerstones of our new HR strategy are Learning and Development, Leadership, and Culture of Engagement.
In the spring 2015, we launched a social game HEIMO for building internal cooperation and strengthening togetherness. HEIMO won gold in the Group’s Innovation Awards and was shortlisted for the European Digital Communication Awards.
Working for the environment
We will reduce our own and our customers’ environmental impact by investing in environmentally responsible operations, products and services and promoting environmental awareness amongst our personnel.
Of the Group’s offices, the head offices in Helsinki and Stockholm as well as the Helsinki offices of Edita Publishing, Klikkicom and Ottoboni Finland are included in the Green Office system.
The Group’s production plants in Helsinki and Falun are ISO1400 certified, climate-neutral, and entitled to use the Swan ecolabel.
Using customer data responsibly
Mobile technology makes people traceable and enables the collection of many kinds of user data. But how can this data be used in marketing in a responsible and customer-oriented manner? Seed’s Jesse Sandqvist shares his views on trust and loyalty in marketing.
Cooperation as a competitive advantage
“Even if a service is top of the heap in its category, this alone is not enough in this time of constant change.” CEO Timo Lepistö talks about how Nordic Morning has built cooperation across organizational boundaries.
Expectations for state-owned companies: profitability and exemplary responsibility
“Responsibility in operations supports profit performance, which in turn increases shareholder value,” says Financial Counselor Petri Vihervuori.
Learning our Key Behaviors through game-playing
We use a game to implement our Key Behaviors, with exercises, videos, hooks, and friendly rivalries. This approach to sharing and learning offers a fun alternative to yet another PowerPoint slide show.
Support for the Baltic Sea
All of us working in Finland and Sweden for Nordic Morning consider the Baltic “our sea” owing to its geographical location, and we want to contribute to its cleaner future.
Nordic Morning supported John Nurminen Foundation and its Clean Baltic Sea projects in 2015.
Resilience and flexibility as resources
Nordic Morning is investigating ways to strengthen the resilience of the Group, its subsidiaries and business units through coaching.
An eco-efficient data center partner
Nordic Morning’s data center partner Ficolo Oy runs its servers on wind power. The significance of energy efficiency and environmental measures is growing in data center operations.
Support to young people’s projects
In 2015, we continued our cooperation with the Mahis program by supporting seven different youth projects.
Corporate responsibility program
Our most important non-financial risks are related to staff. These risks include:
- Key personnel, managers, specialists or employees who work closely with key customers deciding to leave the company.
- Challenges in recruiting competent employees, particularly specialists in various fields of communication and managers who can develop the business.
- Failure to ensure that key personnel have a sense of commitment to the Group.
- Occupational risks related to printing, such as accidents, chemical leaks or fires at production plants.
We manage staff-related risks by implementing good HR policies and by focusing on employee and management development. We pay attention to improving the employees’ sense of commitment and developing recruitment practices. We maintain good lines of communication, communicating as openly as possible, and enhance employees’ involvement in developing our business.
A fire or a chemical leak at a production plant could damage the environment. We consider our other environmental risks to be minor.
Environmental risks are mainly managed through various environmental management systems, such as compliance with the ISO14001 standard; our production companies follow procedures established in environmental management systems to identify and prevent potential emergency situations and accidents that could harm the environment. These procedures are audited annually by accredited third parties. The companies regularly review and test their emergency preparedness and response procedures.
Climate change is not a substantial risk for our business in the near future as its effects have been less extensive in our main markets, the Nordic countries, than in other regions of the world. Nevertheless, combating climate change plays an important role in our CR program because it is the greatest threat to sustainable development globally.
We have managed to reduce our climate impact significantly since 2008 when we began assessing the ways in which our business contributes to climate change and working to achieve climate neutrality. In 2009, we started taking measures to reduce our carbon-dioxide emissions and began compensating for a proportion of these emissions. Further infomation can be found on the environmental responsibility section.
The Group management team is responsible for managing risks related to corporate responsibility and reacting accordingly. Nordic Morning's board of directors has approved the risk management methods applied by the management team. Management team assesses the likelihood and significance of each risk. The board of directors also monitors and assesses risks that have been categorized as significant.
Corporate responsibility at Nordic Morning is led by the CEO. The Group Communications Director is responsible for the development of corporate responsibility, related communications and reporting, together with a CRI (Corporate Responsibility Initiative) core team of representatives from Finance, HR, and the Nordic environmental responsibility working group. The Communications Director reports to the CEO and the Group management team regarding the activities of the core team.
Our CR agenda is set according to acknowledged policies and guidelines. We comply with the principles of internationally-recognized standards, such as the UN Global Compact and the ISO 14001 environmental management standard. Our reporting complies with the CR reporting recommendations established in 2011 for companies owned by the Finnish state and the instructions given for the tax footprint in 2014.
Our values – renewal, respect and responsibility – guide our operations in relation to our operating environment and stakeholders at all levels of the Group.
Continuous renewal of business operations and operating procedures is crucial for us as we operate in the rapidly changing communication sector.
First and foremost, respect refers to respect for the dignity, work and competence of our colleagues, customers, partners and other people we encounter.
The ultimate goal of Nordic Morning’s Board of Directors, the Board Committees and the Group Management Team is to operate our business in a responsible way.
We comply with legal requirements and are open and transparent when communicating about our business.
In group governance and reporting, Nordic Morning pursues integrity, transparency and accountability. For instance, we are open about the bases of compensation for the CEO and corporate executives.
Audits and controls carried out by external parties help to create openness. Nordic Morning’s production companies publish environmental reports annually and prepare reports for authorities.
We voluntarily participate in several environmental programs involving reporting to third parties. This includes the ISO 14001 environmental management system, the Nordic Ecolabel and the WWF’s Green Office program. These third parties also review our environmental calculations.
Our goal is for integrity, transparency and accountability to be reflected in cooperation with our stakeholders. We expect our partners to operate their businesses responsibly.
Reporting of violations
Each employee is able to report any suspected violations, such as dishonest or unethical activities or legal violations in their work community, without fear of discrimination or retaliation. In the group companies, violations can also be discussed in cooperation forums where each staff group is presented by representatives selected by the group in question or in other regular meetings between employer and employee representatives. Anyone can report to the Group’s CEO about a violation.
Corporate Responsibility Report covers the activities of the parent company, Nordic Morning Plc, and its wholly-owned subsidiaries in the financial year from January 1, 2015 to December 31, 2015.
Nordic Morning's associate companies are included in the consolidated financial statements, but Nordic Morning does not manage their corporate responsibility issues.
We report on our corporate responsibility in our Annual Report each year. The previous Corporate Responsibility Report was published in February, 2015 as part of our Annual Report.
Our reporting is based on the CR program, established originally in 2010, which takes the financial, social and environmental impact of our business into account, as well as bearing in mind all stakeholders interested in the report. We update the program annually if required.
Our corporate responsibility reporting complies with the CR reporting model for non-listed companies owned by the Finnish State (Government Resolution on Ownership Policy, November 3, 2011, Appendix 3) as well as with the G4 Core guidelines issued by the Global Reporting Initiative (GRI).
The information pertaining to financial responsibility is based on the consolidated financial statements and accounting. The indicators for social responsibility are from personnel information systems, payroll systems and accounting. In the calculation of staff-related figures, we have followed the general annual reporting guidelines issued by the Finnish Accountancy Board. The figures for environmental responsibility are from the Group’s own systems.
The report has not been verified. According to our own assessment, our reporting corresponds to the Core level of the GRI’s G4 guidelines.
The Strategy, Business and Financials sections of this Annual Report provide information on the Group’s financial performance, organization, ownership, governance and companies, as well as changes that occurred in 2015.
Vice President, Communications and CR
Tel. +358 20 450 2600
We are innovative forerunners of communications.
We promote equality, openness and integrity.
We pursue good results in a transparent and ethical manner.
Our key behaviors
Passion for Success
We have a positive attitude towards working smoothly and achieving targets. We take the initiative in development.
Openness and Sharing
We want to understand others, work together and be part of a team.
Curiosity to Learn and Innovate
We are curious. We want to learn to know things, people and challenges better. We also want to ask questions, question things and challenge the current ways of doing things and be open to new solutions.
Helping Customers Succeed
We want to serve customers and other stakeholders, and satisfy their needs. We focus our resources on understanding and satisfying customer needs.
Code of business ethics
Nordic Morning's Code of Business Ethics is based on our core values and is intended to guide our interactions with colleagues, customers, partners and other stakeholders. The Code of Business Ethics will help us conduct successful business operations and feel good in our work.
Optimizing the brand
The Visibility & Service Design business area comprises: Klikkicom Oy and Ottoboni Finland Oy in Finland; and KliKKi AB and Ottoboni Sweden AB in Sweden.
Ottoboni is specialized in business and service design. Klikkicom and Klikki are specialized in media optimization.
At the heart of every brand
The Content business area comprises: Sitrus Agency Oy and Edita Publishing Oy in Finland; Sitrus Agency AB and Mods Graphic Studio AB in Sweden; and Sitrus Ukraine LLC in Ukraine.
Sitrus is specialized in strategic content and content marketing, Mods Graphic Studio is specialized in image retouching and Edita Publishing is specialized in professional content, information services and learning solutions.
Increased customer loyalty
The Campaigns & Dialogue business area comprises: Edita Prima and Seed Digital Media Oy in Finland; and Edita Bobergs AB and associate company Brand Systems International AB in Sweden.
Edita Prima and Edita Bobergs are specialized in personalized print and Seed Digital Media is specialized in loyalty marketing.