Corporate video has eveolved since the first IVCA awards. IVCO Marco Forgione explores the industry past, present and future.  

"The changing face of corporate video"

This year’s IVCA Awards, in association with drpgroup, marked the Awards’ 25th Anniversary. This anniversary offered us a chance to look back on where our industry’s come from, the journey we’ve made and to look forward to where we’re going.

The generation we’ve lived through over the past 25 years has seen immense change, from VHS, to the birth and decline of CDs to YouTube and the creation of Twitter’s Vine. The democratisation of technology means that people can now watch HD film on the move.

The changing communication landscape and the ease of distribution mean that opportunities are being opened up in new markets, a group of members has just returned from an IVCA Trade Mission to Dubai, Abu Dhabi and Qatar, which included meetings with leading brands and commissioners and the organising committee of the 2020 World Cup. Most returned with signed contracts for work. The IVCA China programme is also paying dividends for our industry.

Last year marked a seminal point in our history. The Jubilee, Olympics and Paralympics provided an amazing showcase of how the UK is transforming the perceptions of what is possible. We have shown the way in which the traditional barriers between internal and external, broadcast, advertising and corporate communication are disappearing.

This sector is shaping the prism through which global brands and organisations engage with their audiences.

Over the past five years, the way in which organisations approach marketing, advertising and PR have been revolutionised. These changes have been driven by a number of key factors: technology, tracking and measurement, big data and consumer led participation.

The ability of brands to track in real time and collect extensive user data means that communication insight and ability to review and update is almost immediate. This ability to create bespoke content has raised expectations among consumers. This shift has disrupted the traditional structures of advertising and PR as well as the false separation between above the line and below the line.

These changes open up huge opportunities for IVCA members. The power of film to engage audiences and shift behaviour has always been understood, but now the ability to engage with film is almost universal. The explosion in the demand for content creates a clear focus on storytelling, the ability to create a compelling narrative and craft an effective film. This vital communications skill sits squarely with IVCA members.

However, in addition to opportunities, the new landscape generates considerable challenges. Clients’ concentration on impact and effectiveness demands that production companies integrate evaluation as a core element of their offering.

The IVCA Awards over the past five years have brought a clearer focus on the role of effectiveness in our industry. This year’s Grand Prix winner is testament to the importance of evaluation and the way in which IVCA members are delivering broader campaign strategies and content.

The IVCA Awards recognise and reward the very best in film, video and digital communication. The quality of the work this year has been exceptional. Despite the continuing economic turmoil it is clear that IVCA members have been swift to embrace the opportunities such turmoil creates.

The inspirational work which is being celebrated by the IVCA Awards, combine creative excellence with a rigorous focus on business objectives. The partnerships between production companies, clients and commissioners has led to outstanding results and innovative productions. The Grand Prix winner this year is a testament to the way in which our industry is leading the integration of digital, live, film and commerce.