A review of 2024-2025 marked by international projection, transparency, and defense of the sector.
This report—published by our media partner Cine y Tele—reviews the milestones of the APCP in the last year: from its role in major international festivals to the historic integration with the Association of Post-production Companies, passing through its firm commitment to transparency and the defense of independent production. An in-depth look at how the Association has strengthened its position as a benchmark in Spanish and global advertising cinema.
APCP: a year of integration, leadership and international projection in Spanish advertising cinema
The Association of Advertising Film Producers and Post-producers (APCP) brings together the main advertising producers and post-producers in the country, both those that shoot nationally and as service, defending the economic and social interests of the sector and its associates. To do this, it maintains active communication with the different agents of the sector: associations, advertisers, agencies, production companies, post-production companies, artists, technicians, national and international suppliers, and institutions.
In the last twelve months, the Association has not only reaffirmed its role as a representative of the sector, but has also taken strategic steps that place it at the center of the advertising audiovisual ecosystem in our country. With an agenda full of activities, reports, recognitions and an unprecedented internal transformation process, the APCP has shown that its capacity for influence and action is more necessary than ever today.
A path of Global leadership and territorial strengthening
The journey begins in June 2024 with its presence at the Cannes Lions International Festival of Creativity. Spain was represented as a creative and advertising production benchmark on an excellent platform to show the world the talent and quality of our production companies, strengthening the country’s position in a first-rate showcase. There, the Association sponsored ‘the beach’ Little Black Book – a key industry meeting point in Cannes – and participated in the World Producers Summit convened by the European Producers Association. Shortly after, in September, the APCP deployed its territorial articulation capacity with two key initiatives: on the one hand, the Canary Islands Advertising Film Forum, which allowed the islands to be claimed as an ideal setting for production, and on the other, a scouting in Burgos, which opened up new filming possibilities in valuable heritage and natural environments.
In autumn, the APCP presented the 6th Report on the Economic Impact of Advertising Film Production in Spain. Through it, it is confirmed that the sector is going through a moment of strength, with a growing economic weight, a notable capacity for job creation and a significant contribution to the cultural and audiovisual GDP.
A year-end marked by resilience and solidarity
2024 concluded with the celebration of the XII Advertising Film Production Conferences in Valencia which, edition after edition, are consolidated as an essential event for the sector. Despite the difficulties caused by the DANA, the APCP not only managed to carry out the conferences, but also channeled a solidarity response with the campaign “Together for Valencia”. These conferences, which included round tables, presentations and interviews, demonstrated the sector’s capacity for resilience and attracted the main names and entities in the industry with networking sessions and promotion of the sector. It was also the framework for the delivery of the VII APCP Awards.
A historic transformation and a commitment to transparency
The new year brought with it a historic transformation: the APCP announced the integration of the Association of Post-production Companies (AEPP), becoming the Association of Advertising Film Producers and Post-producers. This strategic move meant recognizing the importance of the entire value chain of production, from the conception of the idea to the final finish. The new identity was accompanied by a rebranding with a renewed image that reflects the ambition and breadth of the Association. That same month, the APCP also participated in the Madrid Audiovisual Investment Forum, organized by the Madrid Audiovisual Cluster, reinforcing its role as a key player in economic and future debate spaces.
The defense of sectoral values was also a protagonist in February, when the Association adhered to the #FairContests platform: a decisive step to consolidate a framework of transparency and good practices in relations with advertisers and agencies. With this gesture, the APCP reinforced its commitment to professionalism and equity, setting a precedent in the advertising contracting landscape. This is a horizon in which the Association has been working for years, in order to achieve a fair and transparent industry, as it has been demonstrating since the creation of the “Guarantee Seal” verified by AENOR, exclusive to APCP and which is increasingly attractive to advertisers and institutions.
The spring of Talent and cooperation
Spring was marked by the VII edition of the Advertising Film Production Activities at the Málaga Festival. A showcase of talent and reflection, where diverse topics such as the role of AI in audiovisual creation, creativity driven by production or the leap from advertising to fiction were addressed. It was the setting for a debate on the immediate future of the industry and the demonstration of success stories of its production companies. In parallel, the signing of an unprecedented collaboration agreement between the APCP and the Spain Film Commission opened a new path of institutional cooperation in favor of the international promotion of our country as a filming destination.
After Málaga, the association was present at the Día C del c de c, both through its production companies, which swept the National Creativity Awards 2025, winning almost 40% of the awards, and with Matías Dumont’s interview with Fito Páez.
The grand finale: presence at festivals and future
May was marked by a strong presence at the El Sol Festival, where the APCP played a leading role in the jury of the Production category, led by María Jesús Horcajuelo –president of APCP–. This is a gesture from the festival towards the commitment to independent advertising production against the growing threat of ‘in-house production’. In addition, the traditional screening of the “APCP reel” with the most relevant campaigns of the year took place and the associated production companies obtained various recognitions in their awards.
Barely a month later, the Association returned to Cannes Lions, this time on a commercial mission, reinforcing the attraction of international talent and expanding business opportunities.
The grand finale of the course comes with the launch of the XIII Commercial Film Workshop and the VIII APCP Awards. The great APCP event will land once again in Valencia on November 6 and 7 in what promises to be its most ambitious edition to date.
A journey that is joined by the impressive harvest of national and international awards for associated production companies at various festivals such as CICLOPE, British Arrows, D&AD, Clio Awards, AICP, Cannes Lions, El Sol, Inspirational IAB, LIA Awards or El ojo de Iberoamérica, among others. In many of them, moreover, the APCP was also present on the jury and in the presentations.
APCP, at the heart of the industry
An intense year of incessant work, which ratifies the role of APCP as a key piece for the development of advertising cinema in Spain. Its capacity to integrate the entire value chain, its commitment to sustainability and good practices, its leadership in the main global forums and the success of its production companies in the most prestigious awards place it at the heart of the industry. The Association continues to work for the interests of the sector and dialogue with its various agents and institutions through meetings and significant agreements; and to face immediate challenges related to Artificial Intelligence, internationalization, sustainability and, especially, the defense of independent work and production.
