Oliver Hack, CEO of Markenfilm Group, outlines the severe crisis in the advertising film industry and proposes four key measures for revitalization.
1. Strengthening Germany as a production hub:
Germany is losing its status as a prime filming location as productions increasingly move to Eastern Europe due to lower costs. Hack warns that this trend not only harms domestic production companies but also the next generation of creative talent. To counter this, he advocates for more flexible working conditions, production-friendly overtime regulations, faster digitalization of processes, and a reduction of bureaucratic hurdles. Germany should further leverage its strengths in sustainability, data security, and high production quality to differentiate itself in the global market.
2. Prioritizing creativity:
With communication becoming more interchangeable and the advertising market shrinking, Hack emphasizes the need for outstanding storytelling. Production companies must expand their in-house creative capabilities and collaborate closely with agencies and brands to maintain a high creative standard. Additionally, an international approach is essential: a diverse portfolio of directors and better training for young talent are key to remaining competitive.
3. Embracing AI:
Artificial intelligence (AI) presents both a major challenge and a significant opportunity for the industry. Hack urges a full-scale integration of AI into all production processes to enhance efficiency and creativity. He calls for a “fail fast, learn fast” mindset, where companies continuously test and adapt. Establishing “AI Labs” is crucial to gaining knowledge and fostering innovation. Those who ignore this transformation risk falling behind in the market.
4. Rethinking visual content production:
Traditional advertising film production is undergoing a major shift. Brands now need to communicate across multiple channels – from TV ads to social media to VR and AR experiences. Hack argues for a holistic approach, where production companies integrate various formats to create a cohesive and emotionally engaging brand experience. He also calls for long-term partnerships between brands and film production companies, rather than a focus on one-off projects.
Conclusion:
The advertising film industry stands at a crossroads: It can remain a technical service provider or evolve into a strategic creative partner for brands. Hack advocates for the latter—emphasizing stronger creative direction, innovative technology, and a modern production culture.
Credits: Campaign Germany
