Corporate publishing and the moving image
Storytelling has complemented its mainstay, print, with corporate TV—the corporate publishing dance is dominating the scene.
Corporate publishing specialists are gradually and increasingly incorporating storytelling in moving images into their cross-media concepts. This is because corporate film is on the rise, both in the B2B and B2C sectors. Corporate publishers are mainly active in the moving image sector within the framework of their existing customers, generally offering conception and scripting and working out the realization together with specialists in this field (film production companies, etc.). Corporate publishers who have made a name for themselves in print through outstanding concepts are predestined to shape corporate films through strong stories and good documentation. Because, according to Rita Kovacs, Managing Director of the Swissfilm Association:
"A vividly told story often gains the attention and concentration of the audience more easily than a sober speech."
The fact that corporate film is on the rise is also shown by the differentiated terminology and jury categories that the Swissfilm Association is using for the first time in connection with Edi.09: Corporate film was assessed and awarded in three categories this year: corporate film with a focus on image, with a focus on marketing and in the third category with the aim of internal communication or training. For the first time, corporate publishing know-how was also represented on the jury. The fact that there are new distribution options, namely via platforms for television on the Internet, is beneficial to the medium of corporate film, especially in the B2C film category, which has been the most difficult to distribute to date.
Viviane Egli, Primafila AG
[email protected]
"A vividly told story often gains the attention and concentration of the audience more easily than a sober speech."
The fact that corporate film is on the rise is also shown by the differentiated terminology and jury categories that the Swissfilm Association is using for the first time in connection with Edi.09: Corporate film was assessed and awarded in three categories this year: corporate film with a focus on image, with a focus on marketing and in the third category with the aim of internal communication or training. For the first time, corporate publishing know-how was also represented on the jury. The fact that there are new distribution options, namely via platforms for television on the Internet, is beneficial to the medium of corporate film, especially in the B2C film category, which has been the most difficult to distribute to date.
Viviane Egli, Primafila AG
[email protected]
The film "Back to the Future" by the Fenaco organization, which campaigns for domestic production in Swiss agriculture, has just been awarded the Gold Edi.09 for best corporate film in the Image category - a story about the innovative ways of Swiss farmers, independently conceived and told with humour and subtlety.
