The entity’s statute no longer accepts companies linked to advertising groups
With around 130 associated production companies, including those operating in the international market through the Film Brazil project, Apro (Brazilian Association of Audiovisual Producers) decided to no longer have in its ranks production companies linked to advertising groups.
This means that brands such as Mutato and Hogarth (WPP), MediaMonks (S4 Capital) and New Content (Accenture) are no longer part of its scope of institutional, corporate and commercial representation. In other words, they are no longer affiliated with Apro.
A recent board meeting, as reported by executive Marianna Souza, who presides over Apro, formalized the decision and, now, other companies with this profile such as PXP (Publicis), which succeeded Prodigious in the Brazilian market; Frame (Galeria.ag) and Craft (Interpublic Group – IPG), will not be able to affiliate with Apro.
“We will continue to work only with independent producers. We are available to agencies and advertisers, but they have different visions and this type of producer does not fit into our scope of work”, ponders Marianna.
The executive points out that she understands the movement of global and national advertising groups to have their own production companies, but recognizes that the practice harms the structure of companies dedicated to producing films with a creative focus.
“There is an immediate impetus and what we see is a lack of attachment to creativity. Our last Golden Lion at Cannes Lions was for ‘The Endless Ad’, by Wieden + Kennedy for the Old Spice brand, produced by Conspiração Filmes. The short-term approach compromises the work of brand building, which producers and directors know how to do”, added the executive, noting that the option for influencers to lead projects can yield results in terms of business, “but without branding”.
Marianna also emphasizes that independent producers rely on advertising as a source of revenue and, in 2023, there were more than 40 thousand productions registered with Ancine (National Cinema Agency).
“The market is booming and producers are diversifying. But advertising is essential. Robust projects are the ones that are more restricted,” added the president of Apro, who recalled that Prodigious, from the Publicis Group, already concentrates 60% of productions in France.
