The 39th edition strengthened recognition of craft and the role of production companies, with a prominent APCP presence in Málaga.
During 2025, the APCP once again played a key role in the Ibero-American Advertising Communication Festival El Sol, consolidating a collaboration that, year after year, brings the excellence of advertising production to Málaga.
The 39th edition of the festival, held on May 29 and 30, brought together the best of Ibero-American creativity, with over 1,300 entries, the participation of more than 150 agencies and 250 advertisers, and the awarding of 214 prizes across 18 categories. In this context, the APCP actively collaborated in organizing a special screening that showcased a carefully selected compilation of the year’s most outstanding advertising pieces, produced by member companies and recognized at festivals such as El Sol, Cannes Lions, c de c, El Ojo de Iberoamérica, Cíclope, El Lápiz, and the AD&D Awards.
One of the most notable milestones of this edition was the increased recognition of production companies. As a result of ongoing dialogue between the festival’s management and the APCP, El Sol took a historic step by highlighting craft and advertising production, introducing for the first time in its nearly four-decade history the award for “Best Production Company of the Festival.” This new category featured a jury chaired by APCP president María Jesús Horcajuelo and recognized ROMA, an APCP member company, for its outstanding performance throughout the year.
The APCP also had a strong presence on the jury, with the participation of María Jesús Horcajuelo and Matías Dumont, APCP member and CEO of Antiestático, as well as in the festival program, with the screening of the APCP reel at Cine Albéniz within the ‘Panzá de creatividad,’ showcasing some of the most relevant works from its members.
Spain led the festival’s awards with 134 prizes, and numerous APCP member production companies were among the winners, confirming the strength and quality of the national production sector.
The APCP highly valued the festival’s evolution and expressed gratitude to its management and leadership for their commitment to advertising production. The 2025 edition not only celebrated creativity but also represented a step forward in recognizing the work of production companies, reinforcing El Sol as one of the major annual events in the Ibero-American advertising industry and paving the way for its 40th anniversary.
