This year we worked on our European influence, sector advocacy, and new global alliances.
During 2025, the APCP decisively consolidated its international presence and influence, reinforcing its role as a representative of Spanish advertising cinema in the industry’s leading forums. As an active member of the European Producers Association (EPA), the association consistently participated in strategic meetings, sector debates, and decision-making processes that shaped the direction of independent advertising production in Europe and beyond.
The APCP had a prominent presence at key international events such as the Cíclope Festival and the World Producers Summit at Cannes Lions, where it promoted the Spanish production model based on transparency, quality, and best practices. This effort was strengthened by the association’s active participation within the EPA, also represented by APCP Secretary Nico Cabuche, contributing directly to defining common positions and defending the interests of the Spanish sector in the European context.
Through the EPA, the APCP achieved significant progress on structural industry issues. Among these was the advocacy for transparent pitch processes, establishing that members should not participate in contests where they competed against in-house production companies, thus ensuring fairness in the free market. Additionally, a direct-to-client strategy was successfully implemented, securing exclusive agreements with major advertisers such as BBVA, Iberdrola, and Telefónica, who committed to working only with APCP member production companies holding the AENOR seal, now a recognized mark of quality, legality, and best practices.
The association also devoted significant effort to institutional and union advocacy, both nationally and internationally, working discreetly but consistently with public administrations, regulatory bodies, and other sector stakeholders to ensure a competitive, sustainable market aligned with the industry’s emerging challenges.
This work took place in a context of profound structural changes, as reflected in the EPA presidency’s annual letter to members. 2025 was marked by consolidation processes among large groups, the transformation of traditional production models, and growing demand for agile, flexible, and highly creative solutions. In this environment, the EPA—and the APCP within it—intensified its lobbying, dialogue, and international negotiation efforts, demonstrating the strength and adaptability of independent production.
Artificial intelligence was another central topic of the global debate. The APCP advocated a position aligned with the EPA: AI is a legitimate and valuable tool when used responsibly, without replacing the knowledge, experience, or talent that define high-quality advertising production.
Simultaneously, in 2025 the APCP continued building connections and consolidating synergies with the Latin American network of the advertising audiovisual industry, strengthening relationships with associations, production companies, and festivals across the Atlantic. This approach allowed for knowledge sharing, alignment of positions, and exploration of collaboration opportunities in an increasingly interconnected and strategic Ibero-American market.
The international balance of 2025 confirms that the APCP was not only present but had a voice, influence, and capacity for action in the main spaces where the future of advertising production is being defined. This work lays a solid foundation to face the challenges of 2026 and continue positioning the Spanish sector as a creative, ethical, and competitive benchmark on a global scale.
