About CFPE

We’re the federation for advertising production associations across Europe.

Who we are

Our Background


CFP-E is a European federation for commercial film producers. The members are the national associations representing commercial film producers. Production companies who are members of a national organisation are automatically ‘associated members’ 
of the CFP-E.

Commercial Film Producers of Europe
c/o Advertising Producers Association
47 Beak Street, London, W1F 9SE, UK
Telephone +44 (0) 207 434 2651

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Our Goal

What we aim to achieve


To promote the value that production companies bring to agencies and advertisers and safeguard the future of production companies.

Objectives to achieve that goal

1 – Promote understanding of the value that production companies bring, as discoverers, nurturers and managers of directing and producing talent, in ensuring the idea is realised to its full potential and in the management and assumption of risk.

2 – Promote business structures which provide production companies with the opportunity to prosper, to the benefit of advertisers and agencies.

3 – Share information about threats and opportunities between associations and, through them, with their members, the production companies of Europe.

Universal Principles of Engagement

A document we created in partnership with the AICP


The Universal Principles of Engagement is a document we have created in partnership with the APA and the American producers association, the AICP, which has now been endorsed by producers associations around the world – see the document for the full list, which includes every CFP-E member association and the producers associations of Latin America and India. The document has been launched in June 2013 in Cannes at the annual World Producers Summit.

The Universal Principles document is of practical use to all European production companies and to every CFP-E association in assisting them. They show that in seeking to contract in writing, ensure that a substantial part of the budget – 50% to 75%- is paid up front to meet a significant part of the expenditure the production company is making to create the commercial and clear and fair cancellation provisions etc are recognised as being part of the foundation of good commercials production and, in doing so, are an aid in persuading an agency or advertiser that they should contract on that basis.

We believe that working to the Universal Principles is to the benefit of agencies and advertisers

We believe that working to the Universal Principles is to the benefit of agencies and advertisers, as well as production companies, because having clarity as to what is being produced and having a clear and fair contractual framework is the best foundation for the production of the commercial which best realises the advertisers objectives.

Board & Representatives

People behind the organisation


The CFP-E is now administered from London, through the APA and your first point of contacts should be APA Chief Executive / CFP-E Executive Vice President Steve Davies or APA Member Services Manager / CFP-E Manager Martin Poyner alongside the CFP-E President Tony Petersen.

The Young Director Award, which the CFP-E supports, is run now from Paris by Les Producers and your first point of contact for the YDA is YDA President Francois Chilot.

President | CFPE Europe PRESIDENT
Tony Petersen
Werbefilmproduzenten, Germany
[email protected]
Honorary Chairman | CFPE Europe HONORARY CHAIRMAN
Francois Chilot
Les Producers, France
[email protected]
Executive Vice Chairman | CFPE Europe EXECUTIVE VICE CHAIRMAN
Steve Davies
Advertising Producers Association, UK
[email protected]
MANAGER
Martin Poyner
Advertising Producers Association, UK
[email protected]