The classic advertising film has changed immensely in recent years, moving from star directors and enormous budgets in the 90’s, to the advent of the online market and digitization in the new millennium. For the producers, this means being flexible, streamlining and keeping your eyes open in order to offer solutions for every need, proving to agencies and clients again and again that you are the right choice for the job, and thus winning them over as long-term partners.
The democratization of both the means of production as well as the marketing, one parameter remains invaluable: the expertise of the individual producer. Their in-depth resource knowledge coupled with years of experience and proven knowledge of the industry with regard to which audiovisual result a certain customer will expect, provides added value and security.
tausend Rosen has adopted an intradepartmental approach that allows us to happily and successfully take on new challenges such as content production for the online market or the development of concepts for corporate image films.
Communication Goes Viral?
When production costs are being cut, project times are being shortened and media budgets are being reduced, viral ads suddenly become very attractive for many. With the digital channels of communication now available, messages can be transported to the target audience more quickly, in larger quantities and in a completely different format than was possible in the past.
However, consumers or users remain unimpressed and viral ads have less of an effect on their basic consumer behavior than many would hope. At the end of the day, it is still the content of the message that counts.
Here, speaking the right language, extracting the core information and presenting it properly, as well as identifying and making use of the alternatives to the communications disciplines is ultimately the responsibility of the experts. An in-depth understanding of the brand as well as the knowledge of subtle connections that we gain from the essence of the actual core information are the basis of a sales approach that takes place not only at eye level with the customer, but also imparts a brand feeling and values that the target audience can associate with.
This foundation for communications, coupled with the necessary amount of creativity, fun, adventure, surprise, emotion or other attributes, also raises a viral ad, which only exists as the sad result of cost savings, to a higher level, therefore allowing it to more quickly find its way into the consumer consciousness.
For us, it is therefore important to give a viral ad the perfect start and, through a concentration of resources, to manage, guide and accompany it through every communications discipline.
The New Market
The change in advertising films reflects the increasing transformation of the advertising market. While the larger budgets are shifting from traditional advertising to promotions, specialized areas in marketing and the ever-growing digital market in particular, a fundamental repositioning of many brands is also taking place.
A comprehensive transformation is underway in marketing and communications that is not only changing the way we approach customers, but also the way they respond to these changes. Today, marketing leaders have to be able to think much further outside the box than they did a few years ago. This means that the suppliers of the major brands, the small and large agencies, advertising filmmakers, print producers, direct marketers, and many more must expand their competencies accordingly. It is up to them to offer a comprehensive portfolio through meaningful networking with experts from a wide variety of disciplines that not only brings long-term stability for their own company, but also offers their customer’s strategists true added value.
tausend Rosen offers just such a comprehensive portfolio of interdisciplinary expertise including classic commercials, online movies, TV documentaries and feature films, as well as the entire advertising spectrum from classic to promotion and all the way to digital marketing. This wide range of expertise makes it easier to choose the perfect marketing means for a given situation and guarantees our ability to successfully carry out complex communication tasks.
Furthermore, the open structure at tausend Rosen does away with short-term evaluation objectives and fosters a much more open approach to creativity, providing the artistic minds in our team with the freedom they need to shine. All of this, together with the necessary and accurate outside perspective, clear strategic approaches and the right amount of passion and joy in our work, enables us to build a basis of mutual trust and respect in our communication with customers and consumers.
Thus, the changes in the market bring about not only business decisions, but also more and more human decisions, which subsequently represent a healthy basis for a long-term future. Companies that place their trust in this spirit and embrace this model of combined competencies, will greatly appreciate this special constellation and ultimately emerge as winners and innovative pioneers of an evolving market.
Producing television magazines, documentaries, series and movies that appeal to the widest possible audience while also providing informative content packaged in an entertaining and courageous design style is where tausend Rosen excels.
By approaching stories and topics with an unbiased, open-mind and by treating the protagonists, actors and production team with respect, we create an environment in which films can be made that offer both high standards and high ratings. The stable co-operation with Austrian TV networks and funding institutions reinforces this approach.
Film producers who have no client attain a certain degree of sovereignty, because they act on their own behalf, particularly when producing investigative documentary films.
Primarily utilization in the cinema potentially puts the producer in a position to present a matter of concern, a grievance or a blind spot in public perception directly to the public while being independent on third party interests.
Building on the experiences that was gained in the past and through the development, financing, production and utilization of the two majoritarian Austro-German co-production “Plastic Planet” (2009, directed by Werner Boote) and “Bulb Fiction” (2011, directed by Christoph Mayr), engagement in investigative documentary films will be continued.