To buy your tickets, please visit
Last few days on sale!
The Advertising Producers Association is the trade body for production companies, post production and VFX and editing companies making commercials. Our objective is to create the best possible business environment for our members to operate in.
To buy your tickets, please visit
Last few days on sale!
Our online magazine and email newsletter, The Beak Street Bugle www.beakstreetbugle.com, celebrates 60 years of TV commercials in the UK in partnership with the History of Advertising Trust- HAT.
HAT is a wonderful archive of advertising, including TV, that seeks to preserve and provide access to advertising’s history, to enhance its future.
The Beak Street Bugle has commissioned HAT to bring their collection alive through ten items from the HAT collection.
The first article to appear on the BSB focusses on what the advertising industry predicted that TV advertising would do for advertisers, when it started in 1955. Inevitably, most of the predictions about it were way of the mark and provide entertaining reading.
Every year photographer Julian Hanford, Shots and ourselves create a photo feature for the Shots issue which contains the DVD of the APA Collection. Julian’s superb photos focussed on directors (2011), editors in a Georgian House (2012), the APA Council as football stickers (2013) and music and sound companies as record covers (2014).
Many thanks to The Mill for hosting the exhibition and private view in their new office. See photos here LINK.
The APA Masterclass was set up in 2001 to provide training for staff of APA member. 2015 is the fourteenth of the Masterclass, meaning over 960 students will have undertaken it by the time this course is concluded. This year we have record 120 students attending the course.
Practical experience will always be the key to producer’s training and the Masterclass compliments that, rather than replaces it. It gives students the chance to learn from top practitioners and to get a perspective on the whole process of creating a commercial, from its genesis at the agency to completion of the final version for play out at the post production company.
The Budgeting all day session compliment the lectures, by giving you the opportunity to get involved in budgeting and other disciplines yourselves.
The exam then asks the students key production questions and asks them to go through a script and explain how would they produce and budget it.
Following on our update on Sir Martin Sorrell's predictions for the year ahead, here we bring you charts and data from the IPA Bellwether report and the World Advertising Research Council, predicting ad spend for the UK in 2015, and a worldwide overview on how ad spending is changing in absolute terms and between media.
Interesting facts and figures and again an encouraging outlook for the year ahead.
Please read more below....
The year ahead part 2 - charts and data
Following our email earlier this week which summarised Sir Martin Sorrell's thoughts on the year ahead, this is a summary of the analysis and predictions of the advertising market for the year ahead, based on data from the IPA's Bellwether report, WARC- the World Advertising Research Council, again to help you in your understanding of the market and business planning for the year ahead.
The Bellwether report is an quarterly survey of marketing directors of the top 200 advertisers, asking them whether they expect their marketing budgets to increase or decrease, what media mix they plan to use etc. Over the twenty years or so it has been in operation, it has proved a very good forecaster of adspend.
Their most recent survey showed:
Marketing budgets being revised upward at the third highest rate in history. Internet and TV are the best performing categories.
Data on UK outlook
APA members work for many more overseas agencies and advertisers than they did in the past but the UK market- UK based advertisers and agencies remain the most important.
WARC Ad spend prediction
The UK is the fourth largest advertising market (behind the US, China and Japan) on purchasing power parity and shows strong growth over 2014 and predicted for 2015, following steady growth over the four years following the 2008/9 recession, as shown above.
Worldwide Media Overview
This chart shows that over the period 2004-13, the total spent on the internet in absolute terms has grown from $155 million and 4.3% of total adspend to $ 120 billion and 23.5% of total adspend.
More interestingly and perhaps less predictably, expenditure on TV also increased its share of total adspend, as well as in absolute terms: from 37.2% and $134 billion to 40.8% and $209 billion.
So growth in internet adspend has been at the expense of newspapers and magazines and not TV. With the internet increasingly becoming a video medium, adspend growth is firmly focused on the media in which APA members work.
So following on from the year ahead part 1, this is further evidence of a strong and growing demand for commercials production (meaning here all audio visual advertising content).
For more facts and figures on advertising, see www.warc.com
Predicting how good the year ahead will be for the advertising industry is difficult and, even when it is accurate, it is often inconsistent with how the market feels to APA members on the ground.
Specifically, periods of growth in adspend- even strong growth- don't automatically result in more work or better budgets for APA members because of the very intense competition for that work.
Nevertheless, the direction in which the advertising market is moving is of use in business planning and a predicted increase in adspend is positive news of course, just as a recession in advertising spend is a negative and within each prediction there can also be useful insight into which countries and media are the most likely to grow in adspend.
Sir Martin Sorrell from his position as Chief Executive of WPP, which owns 170 agency networks and agencies worldwide, is well placed to offer an overview and regularly provides interesting insights into how he sees the advertising market going forward.
His central concern for 2015 is that advertisers are still managing their business by reducing costs and are sitting on rather than investing the cash reserves available to them, "If pre-crash confidence blurred into irrational exuberance, post-crash insecurity has produced an excess of caution." he says. He sees the is focus on management by minimising costs rather than maximising revenue continuing through 2015.
For advertising, that means advertisers committing less to adspend than they would do with a maximising revenue focus.
Another concern for the UK is the election in May and the uncertainty around that, which may extend beyond the result being announced, with the potential for an inconclusive result.
WPP's actual forecast for adspend in the UK is much more optimistic though: they predict growth of 5.7% in 2015 and describe the UK advertising market as its "star performer" among mature markets.
Europe as a whole though shows weak growth and that leads Sir Martin to conclude though that, on a global level, it is about the G2- China and the USA. WPP showed an early commitment to China, which is now its third biggest market. The next stage for the Chinese market is Chinese brands becoming international brands, which has been part of our focus in our events in China and the links we have established with agencies and government there.
Those thoughts on China are also consistent with our research and the experience of APA members in which of the new markets have the greatest potential, which is something we will be building on- and updating you on- this year.
The US economy and advertising prospects are very strong too.
So, overall, positive news on our home market and a very encouraging outlook for two key overseas markets.
Announcing the APA Events that are confirmed for the first six months of the year - get them in your diaries now!
The polls have closed, the votes counted and the new APA Council comprises the following:
Mark Benson - MPC
James Bland - Blink
Marisa Clifford - Pulse Films
Charlie Crompton - Rogue
Caspar Delaney - RSA
John Doris - Mustard
Lizie Gower - Academy
Helen Hadfield - Bare Films
Pat Joseph - The Mill
Tim Katz - Knucklehead
Katie Keith - Rattling Stick
Helen Kenny - Sonny
Richard Packer - Outsider
Madeleine Sanderson - Partizan
Rupert Smythe - Gorgeous
Helen Stanley - Framestore
James Tomkinson - Nexus
Debbie Turner - MJZ
Orlando Wood - Biscuit Filmworks
Thank you to everyone who was a candidate for the election- it was a great list, reflecting the support for the APA we are fortunate to enjoy from our members- and to the many of you who voted.
The APA Office will be closed during Christmas, starting at 18:00 on the 23rd December 2014 and reopening at 09:10 on the 2nd January 2015. Merry Christmas and Happy New Year from the APA Team.