Last September, during the celebration of the X Advertising Film Production Conference in Valencia, the Ordinary General Assembly of APCP took place, and the new presidency and governing board of the Association were elected.
Today we would like to introduce you to the members of this board:
President – María Jesús Horcajuelo.
María Jesús Horcajuelo is a graduate in Information Sciences from the Universidad Complutense de Madrid or UCM, in the branch of Image and Sound.
She began her career in the cinema sphere under the guidance of producer Elías Querejeta. In 1995, she entered the advertising industry and started working as a production manager in the production company Strange Fruit. Five years later, 4 producers and 3 directors full of dreams created Only 925.
Only 925 is a production company that produces passionately for large agencies and advertisers in Spain. They have the ability of developing any project regardless of its size. They are also present in the international market through their second brand, Team Works. The aim of Only 925 and its founder is to put the same enthusiasm they felt during the first day into every project they undertake.
Vice President – Jesús Álamo
Jesús Álamo is the Founder and Executive Producer of the production company Grayskull.
He studied Film Production and Directing at the Centro de Estudios Cinematográficos de Cataluña (the Catalonian Centre for Film Studies), also known as CECC. After graduating, he worked for 15 years as assistant director and producer in fiction and in advertising films. In 2014, he created the production company Grayskull together with executive producer Daniel Monedero and filmmakers Augusto de Fraga and Los Pérez.
Grayskull is an international and independent production company based in Barcelona that shoots nationally and internationally. It is characterised by its careful selection of projects, in which creativity is the most important. Currently, the production company represents a wide variety of directors, and can be identified by its very distinct visual style and strong artistic personality.
Treasurer – Jaime Terol
Jaime Terol (Jimbo) studied Law at the UCM. He began his professional career in RTVE and in concert production, working for artists such as Prince, Guns’n Roses, Dire Straits or Sting, among many others.
Since 1992, he has been working in audiovisual production; and since 2003, he has been Line Producer at Lee Films. In addition, he is in charge of supervising the production of the whole company. Lee Films is a benchmark in advertising production, not only for the numerous international awards it has won, but also for the high profile of its directors.
He has been a member of the APCP Board since 2010, and has witnessed first-hand the profound transformation and development of our Association.
Secretary – Miguel Escribano
Miguel Escribano is the founder of Harold Entertainment. He has worked in the advertising and feature film industry for more than 20 years. He has produced 3 feature films, 1 series, 7 short films, 12 music videos and more than 250 commercials.
His passion is telling significant stories. A keen believer in branded entertainment, member of the APCP, co-creator of FOCO (Content Formats), contributor to 465m/S (BCMA trends commission), sports press reader and food lover. He joined the APCP board in 2020 as promoter and co-creator of the COVID-19 protocol for advertising films.
Member – Alba Barneda
She studied Audiovisual Communication at the Pompeu Fabra, in Barcelona (2004-2008). Shortly after graduating, she received a call from the directors of CANADA who were looking for the ideal producer for an exciting new project. Barneda accepted the challenge, and together with the directors’ collective, she began to lay the foundations for the international production company that CANADA is today.
She began by producing very small pieces for museums and music videos for indie bands. The success of those projects pushed CANADA to produce larger national and international projects, while the production company opened up to represent more directors.
She has been leading CANADA‘s Production Department for more than 10 years, participating in projects for artists such as Dua Lipa, Rosalía and Tame Impala, and achieving nominations for the Grammy, Latin Grammy and MTV Awards.
Speaker – Albert Soler
Albert Soler, with more than 20 years of experience in production, is one of the founders and executive producers of Mamma Team. Founded in 2005 in Barcelona, the production company focuses on commercials, fashion, events and film production. It has headquarters in Barcelona, Madrid and Lisbon, and a team of national and international filmmakers. It offers services to production companies from all over the world to film in Spain and Portugal.
Albert has always been very active in the social side of production, being a pioneer in his production company with a commitment to sustainability in filming.
He has been president of APCP for four years, and will now continue to be a member of the board of the Association.
Member – Belén Garau
Born in Palma, she studied Filmmaking in Los Angeles, USA. In 1999 she moved to Barcelona, where she worked in freelance production for a few years until Albiñana Films gave her the opportunity to work in its international department, where she was able to learn first-hand the ins and outs of advertising production, nationally and in production services, under the guidance of great bosses.
“After a few years between Barcelona and Madrid, where I had a fantastic experience participating in a docufiction film about the Real Madrid football team, I decided to return home; and in 2013, I founded The Local Production Company with my partner, Fulgencio Coll. When I’m not creating an excel, you’ll find me studying Chinese and Norwegian, or putting my twins’ legos in their boxes”.
Spokesperson – Nico Cabuche
Nico Cabuche was born in Buenos Aires, Argentina. He graduated from the Catholic University of Salta in Buenos Aires, Argentina, with a degree in Marketing; and Analyst and Senior Technician in Marketing from the F.A.E.C.C. (Foundation of Higher Studies in Commercial Sciences). His interests led him to complete his studies in management and advertising, areas of his interest in which he had already started working.
In 2006 he joined Landia, working first in the management area and then moving through most of the areas of the business until after 5 years in the company he reached the position of Executive Producer based in the Buenos Aires office.
In 2015 he moved to Spain to take over the management and development of the European offices of the company, consolidating the presence of the production company in Spain and with the opening of the new office in Portugal, in addition to the development of a new European net that goes from UK, France, Germany, Amsterdam and Italy.
Managing Director – Adriana Piquet
Adriana Piquet, a lawyer with an experience of more than 15 years in the audiovisual industry, has been the General Manager of the APCP for the last 7 years.
She has been Project Manager and Film Commissioner at the Seville International Relations Office of the Seville City Council for 11 years. She was also Director of the Seville International Location Expo, and organised the first Advertising Film Production Conference.
Legal Advisor – José Miguel Nieto
José Miguel Nieto Martínez, Lawyer and Economist. He began his professional career in 1985 as a legal, tax, accounting and labour advisor for companies.
Since 1990, he has specialised in providing legal advice to Advertising Producers.
He is a founding partner of the law firm Nieto Pretel, which provides legal, tax, accounting and employment advice for the audiovisual production industry, as well as script clearance for films, series and commercials.
He has been a lecturer in the Master’s Degree in Cultural Foundations at the UCM, and in different production Masters at the Makkers School; and has participated as a lecturer on legal regulation and taxation in the advertising industry in many conferences organised by different entities.
The new board is already meeting and working on the different points that were presented last month:
– The importance of communication between members.
– Enhancing the value of the APCP production companies with the differentiating element of the AENOR guarantee.
– Continuing with the agreement between advertisers, agencies and production companies, continuing to improve even after a work well-done, and carrying out the goal of putting everything to practice.
– Working on the transparency of the Association and the production companies, enforcing the basic principles of good practice in the agreement on the Production Process signed with agencies and advertisers.
– Continuing to make progress in institutional relations.
– Improving relations with the Film Commissions to hold meetings not only at institutional level, but also at production level, seeking facilities and advantages for filming in different parts of Spain. The Association will improve its international presence and continue to promote our country as a filming location.
– The association is committed to taking care of the industry.
– Finally, the APCP will continue with an education plan for the industry.
