Production Unplugged: The Industry Insights That Led to the APA’s Latest Initiative
On May 1st, the Advertising Producers Association (APA) will debut Production Unplugged – a new kind of event designed to break down silos and get brands closer to production companies. Part expo, part deep-dive learning experience, Production Unplugged is a bold, fast-paced forum built around six curated zones that highlight the themes modern marketers care most about: agility, smart production, customer experience, ESG, innovation, and connectivity.
But this event isn’t just a logistical rethink, it’s a strategic one too. Shaped by APA’s foundational report earlier this year, it reflects the growing recognition across the industry that production needs direct connection with brands.
At the heart of the initiative are Janet Markwick, founder of Markwick Consulting Ltd and Rhona Glazebrook, founder of Rhona Glazebrook Ltd who work in partnership. Together, the two led the vision, structure and curation of the event along with the APA. Both bring decades of experience from brand, agency and production-side leadership alike, and a unique understanding of how the industry is evolving.
“We've seen such a significant shift in how brands approach creative production,” say Janet and Rhona. “The rise of in-house studios has been huge. These internal teams have evolved fast, and they're now producing up to 80% of campaigns themselves.”
That shift was outlined in the APA report that sparked Production Unplugged. It’s not just about cost efficiency but about capability and creative ambition. Janet and Rhona explain: “Creative confidence in-house is booming. Just look at PepsiCo’s Sips & Bites – it’sbroken a Guinness World Record, won an Effie, been featured on the BBC. It’s not just catching up, it’s leading.”
Yet, despite this growth, in-house teams continue to outsource large portions of production, especially when it comes to complex executions, tight timelines, or high-level craft. This creates an exciting opportunity for production companies to play a more strategic role – but only if they’re invited in early enough.
“There’s a frustration with legacy processes,” the organisers note. “Too many steps. Too many layers. Brands are looking for partners who get stuff done, who can flex and adapt, and who understand commercial realities. That’s why we chose the tagline ‘Get closer to the makers’. Because production companies bring exactly that to the table.”
The report also uncovered something more human: marketers want to hear directly from production companies – but rarely get the chance. “One quote that stood out to us was: ‘I love finding out about new production companies… they should come direct to me with their work. I just don’t have time to research everyone,’” Janet recalls.
That insight became the catalyst for Production Unplugged. The goal? Strip away the filters and lift the lid on how production companies really operate – from how they think and build teams to how they deliver results.
“It’s not another conference or awards show,” says Rhona. “It’s a hands-on, high-energy experience where brands can explore the magic under the bonnet.”
Each of the six zones will feature curated case studies, presented in short, snackable formats, with breakout spaces for deeper discussion. Visitors are free to move between areas, choosing sessions that match their specific interests. “It’s fast, agile, and packed with content,” says Janet. “Just like working with production companies. Honestly, wear sneakers.”
The team also worked hard to ensure brands were just as involved as production companies. “Originally we focused on how to bring production companies to brands. But we realised we also needed to bring brands to production companies,” Rhona says. That’s where the Networking Zone came in: a space led by brands and industry experts, tackling hot-button issues like sustainability, agility, and long-form content.
And those brand-side curators? They’ve gone above and beyond. “They weren’t just a jury,” Janet and Rhona explain. “They gave detailed feedback, debated scores, coached exhibitors. Some are even speaking on the day or introducing us to new voices. Their level of involvement has been phenomenal.”
Another driving force behind the event is the concept of commercial creativity – a phrase Janet and Rhona coined to describe the sweet spot where creativity solves real business problems.
“It’s not about awards for the sake of it,” says Janet. “It’s about partnerships that are agile, strategic, and rooted in delivering results.”
From innovations in AI and tech platforms, to reimagining inclusive production practices, the case studies selected for Production Unplugged aim to highlight the full scope of what modern production can deliver. “We didn’t want showreels or sales pitches,” Rhona adds. “This is a learning forum. It’s about understanding the ‘how’, not just admiring the ‘what’.”
Despite the excitement, the team admits pulling it all together hasn’t been easy. “This is new – it’s a fresh format. That means building awareness and getting buy-in,” Janet says. “But the response so far has been incredible. Every partner and sponsor has leaned in. The energy is real.”
And the ambition doesn’t stop on May 1st. “We see Production Unplugged as a platform, not just an event,” says Rhona. “We’ll be launching a directory afterwards that showcases all shortlisted case studies – an ongoing resource for brands.”
Ultimately, Janet and Rhona hope the event changes how the industry collaborates. “When everyone takes off their company hats and puts the brand at the centre – that’s when the best work happens,” says Rhona. “That’s the future we’re building toward.”
As Production Unplugged prepares to open its doors, it becomes clear that this isn’t just another industry event to keep tabs on – it’s a new, more honest than before, conversation in the industry. Watch this space.
