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APA CEO Steve Davies reveals what to expect from The APA Collection 2013

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By Jennifer Faull, Deputy Editor

September 4, 2013 | 2 min read

Advertising Producers Association CEO Steve Davies has revealed what’s in store for those in the creative industry at this year’s APA Collection event, now in its 13th year.

The Collection is not an awards show - there is no formal awards ceremony, not even a sit-down dinner - but instead a cinema-style showcase of the best commercials from UK agencies, production companies, vfx, editing and sound companies.

Following the UK show there are DVD screenings in Japan, Germany, Argentina and Russia, being seen in over 35 cities altogether.

“It is good for industry morale. While you are at the coalface fighting for work and decent budgets there is no time to reflect on the quality of commercials - which of course now means audio visual advertising content for any media,” said Davies. “The APA Collection invariably exceeds that expectation. For one night we can watch and the industry can say to itself - and anyone else listening - 'actually we have done some bloody good work'.

“There was an exception to that a couple of years ago, when I felt the quality had really dipped but It has returned strongly, particularly this year, with a very strong collection. As well as the obvious and familiar commercials from UK TV, there are interesting and inventive spots the audience isn't familiar with because they are made for overseas markets or other media.”

The event takes place on Thursday 5 September, at One Marleybone, London. Davies revealed: “We always have a few surprises at the venue, this year focusing on the garden, which should be the most popular place to be on the night with the temperature tomorrow to set 28 degrees. Being British, we can get as excited about good weather as great advertising of course!”

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