After much effort and the unconditional support of our associated production companies, sponsors, speakers, suppliers and guests, the twelfth edition of our traditional conference took place in Valencia during the month of December.
The event began with a members’ assembly, where the APCP’s commitment to strengthening industry representation was reaffirmed and a strategic alliance with the Spanish Association of Post Production Companies (AEPP) was announced.
For two days, producers, agencies, creatives, advertisers, institutions and other industry professionals gathered in the city to discuss audiovisual advertising production, innovation, current trends and creativity through various round tables and presentations.
The content of the round tables was the focus of the event. During the first day, essential issues were addressed, such as the need to take risks in advertising, emphasised by filmmaker Rodrigo Cortés, who highlighted the value of the creative challenge to achieve impactful pieces. The digital transformation was also analysed, exploring how technology is redefining production and distribution processes; as well as sustainability, which featured prominently, with debates on how to integrate responsible practices at every stage of advertising production. In addition, the relationship between cinema and advertising was discussed, exemplified by series such as Movistar Plus+’s “La vida breve”, which demonstrate the convergence between the two worlds.
The second day expanded on these debates, exploring topics such as the situation of independent creative agencies and the impact of artificial intelligence on the industry. Speakers stressed the importance of adapting to a constantly evolving technological environment, without losing focus on creativity. The growth of Valencia as a key destination for audiovisual productions, thanks to its technical and scenic resources, was also highlighted, and two success stories from partner production company Roma were presented.
As usual, we took advantage of the framework of the Conference to present the awards of the VII Edition of the APCP Awards.
This year, in addition, given the situation in our host city, the APCP wanted to do our bit by developing the collective action ‘Together for Valencia’, to bring your help to the affected areas with the help of Cuchara de Palo, Rolling, Vagabond, Ava and FESBAL.
