We were watching a couple of corporates in the office. One was created about four years ago and the other was current. Corporate comms have changed more quickly than broadcast TV. The obvious style changes of course, music that's more modern, editing style tighter, shooting a bit more fluid, more attention to consistent branding, on the whole a sharper but more informal feel. The older one felt staid, dull, suited. Clients often insist on dull suits to do the talking but they're learning...Graphics - light years of change. We're doing things in the office that would have been beyond the dreams of anyone but the biggest blue chips half a decade ago.
But none of that's the key thing. Now, who would dream of doing corporates without offering social networking of all kinds? It goes without saying you throw up a special website (we used to think that could be a separate business), Facebook, LinkedIn, blogs, tweets, text updates, outdoor (we used to think that was a separate business too). And you offer all the standard metrics and target the messages. And allow the thing to take on a life of its own. That still scares some clients.
So what's next? We offer 3D on everything now. But the thing that's barely off the blocks yet is location-specific apps. (oh yes we used to think that was a separate business too). That's where broadcasters and corporates are in a race. News broadcasters are increasingly adopting a mobile-first approach to their workflows; consumer brands are unlocking the potential of location-based mobile from the till and shelf up to the roadside hoardings. The main challenge for both of them is to get my son off Angry Birds.
Back to the vids - the other difference is the voice-over. Received Pronunciation went a bit more Estuarial. Mild glottal stops and flattened vowels. Even with the stiffest clients. You can't do social networking with a Home Service accent. Voice trainers and presentation coaches take note. We definitely used to think that was a separate business...
But none of that's the key thing. Now, who would dream of doing corporates without offering social networking of all kinds? It goes without saying you throw up a special website (we used to think that could be a separate business), Facebook, LinkedIn, blogs, tweets, text updates, outdoor (we used to think that was a separate business too). And you offer all the standard metrics and target the messages. And allow the thing to take on a life of its own. That still scares some clients.
So what's next? We offer 3D on everything now. But the thing that's barely off the blocks yet is location-specific apps. (oh yes we used to think that was a separate business too). That's where broadcasters and corporates are in a race. News broadcasters are increasingly adopting a mobile-first approach to their workflows; consumer brands are unlocking the potential of location-based mobile from the till and shelf up to the roadside hoardings. The main challenge for both of them is to get my son off Angry Birds.
Back to the vids - the other difference is the voice-over. Received Pronunciation went a bit more Estuarial. Mild glottal stops and flattened vowels. Even with the stiffest clients. You can't do social networking with a Home Service accent. Voice trainers and presentation coaches take note. We definitely used to think that was a separate business...
