We celebrate International Women’s Day by highlighting the data collected on equality in our latest Report and reviewing the work of our production companies.
The Association of Advertising Film Production and Post-production Companies reaffirms its commitment to gender equality in the Spanish audiovisual industry. The equitable participation of women at all levels of the sector has been, since its inception, a driving force and a goal for the APCP, promoting plans, actions, and activities in this direction.
A prime example is the recognition of women leaders in the industry. The APCP has expressed its admiration and gratitude on numerous occasions towards the professionals in the sector, always striving to promote equitable measures and championing equality. Today we proudly celebrate all our colleagues, but especially those who surround us in our day-to-day. The APCP is presided over by María Jesús Horcajuelo and directed by Adriana Piquet. Furthermore, within the association we also find Alba Barneda as treasurer and a great female team that contributes to the production of our events and activities; in addition to the executive producers and associates of the production companies that make up the APCP.
In line with its commitment, the APCP has supported international projects that seek to improve women’s access, promotion, and leadership in the industrial sector. These initiatives highlight the importance of gender equality as a key factor for sustainable and transformative competitiveness. We also always ensure the participation of our partners and industry colleagues in the events we organize, and since 2018, the care of women has played a fundamental role in our “AENOR Guarantee” quality certificate, which is essential for the production companies that make up the APCP.
At APCP, we are aware that there is still work to be done, but also that the measures are effective and that we are on the right track, as shown by the data in the latest Report on the Economic Impact of Advertising Production: adding the permanent and temporary positions in the staff of our production companies, we observe that their composition is 50% men and 50% women, which maintains the ratio with respect to the latest study. Furthermore, the presence of women in management positions grows by more than 8 points, reaching 44%. In 2023, 4 out of 10 jobs created in our production companies were occupied by women; that is, more than 62,000 female workers.
This 8M, we also take the opportunity to review the excellent work done by our associated production companies together with great female directors:
ANTIESTÁTICO
Antiestático shares with us “Madrid lives to the rhythm of the theater,” a campaign for APTEM, the Association of Theater Producers of Madrid, and for the Community of Madrid. Directed by Mikaela Guariniello, the piece aims to promote Madrid as the capital of Theater and Musicals in Spanish. Antiestático produced the piece with Marcos Mariani as Executive Producer and Pedro Alfonso Suárez as Producer.
They also want to highlight “You’re never too old to show off your skin,” a campaign to promote “Well-Aging” products from the cosmetics brand Olay. Martina Hache filmed the event, which took place in Plaza de Callao in Madrid, with a flashmob of women of different ages and with the aim of “fighting” ageism. With Marcos Mariani as Executive Producer.
BLUA
El Viaje de Nica (Nica’s Journey) is a campaign promoted by the FEDER and the Sant Joan de Déu Barcelona Hospital with the aim of raising funds for the UNICAS project, aimed at improving the diagnosis and care of children affected by rare diseases and their families. Produced by BLUA and directed by director CRISTINA TOMÁS, the spot premiered on World Rare Disease Day. For many families, it is not a day, but a journey that lasts a lifetime.
DOS35
Dos35 shares this campaign they did with director Lyona this summer for Cepsa, a digital piece together with the Publicis agency.
MAMMA TEAM
Mamma Team has done numerous works with female directors, among which the campaign for Armani with Amber Grace Johnson and the one for Tous, directed by Greta Griniūtė, stand out.
SMILE
Smile shot a campaign for Deichmann under the title “It’s not easy to say,” directed by XOXO.
TWENTYFOUR SEVEN
From Twentyfour Seven they share “Dive” for Rightmove, directed by Molly Manning Walker.
