Markets

MIP London has revealed details of a landmark Brand Entertainment Summit, set to debut at the second edition of the international TV and streaming content market, taking place at IET London and The Savoy from Sunday 22 to Tuesday 24 February 2026.

Building on the successful Brand Entertainment summit launched at MIPCOM Cannes last October, the London programme is delivered in partnership with the Branded Content Marketing Association (BCMA). The initiative brings together leading producers, brands and agencies active in the brand-funded content space, combining curated showcases of innovative case studies with a high-level, expert-led roundtables session.
Running from 15.30 to 16.45 in IET London’s Turing Theatre, the Brand Entertainment Showcase will feature exclusive insights from the creative teams behind a selection of recent and upcoming collaborations, including:

Brabus: One Second Wow, an innovative docu-reality series produced by LEONINE Studios (i&u Studios) in co-production with high-performance luxury mobility brand BRABUS. Streaming soon on Prime Video, the series offers rare access to the world of high-end supercars and their creators. Speakers include Christian Meinberger, Chief Digital Officer, LEONINE Studios & Managing Director, i&u Studios, and Constantin Buschmann, CEO, BRABUS.

Dinner Is Scrapped, a genre-bending culinary competition created in partnership with the Ellen MacArthur Foundation and produced by Park Village. Hosted by Michelin-starred chef Doug McMaster, the series challenges two celebrity cooks to transform unexpected, sustainably sourced ingredients into gourmet dishes under intense time pressure. Speakers include Seb Egerton-Read, Content Lead, Ellen MacArthur Foundation; Megan G Wells, Series Creator, Showrunner and Executive Producer; Oliver Allgrove, Executive Producer; with moderation by Andrew Canter, Global Chairman, BCMA.

Building Stories That Move You, an in-depth exploration of the collaboration between BBC Studios and Expedia Group Advertising. The session examines how the two teams have built a modern storytelling-to-action ecosystem, connecting audience insight, emotional storytelling and measurable conversion pathways. Speakers include Kimberley Giacon, SVP Digital, BBC StoryWorks at BBC Studios, and Angelique Miller, VP, E Studio, Expedia Group Advertising.

The showcase will be followed from 17.30 to 18.00 by a special screening and Q&A of the multi award-winning documentary short The Final Copy of Ilon Specht, a collaboration between L’Oréal Paris, McCann Worldgroup and TRAVERSE32, directed by Oscar-winning filmmaker Ben Proudfoot. The film tells the story of Ilon Specht, the young copywriter behind L’Oréal’s iconic tagline “Because I’m Worth It”. The Q&A will feature Brendan Gaul, Global Chief Entertainment Officer of McCann and Global Co-President of TRAVERSE32, alongside representatives from L’Oréal Paris.

Brand Entertainment activity continues on Monday 23 February from 9.00 to 10.15 with a dedicated Roundtables session in The Savoy’s Lancaster Ballroom. Designed to encourage senior-level exchange between brands, producers, agencies and platforms, the session will open with an introduction from Doug Scott, Co-Founder of UNXNOWN.
Table leaders include senior executives from Dentsu, Spirit Studios, WeTransfer, Publicis Rebels, JustSo, VICE Media, Blink49, WPP Media, Banijay Entertainment and Vinted.
The Brand Entertainment strand forms part of MIP London’s wider conference and market programme, which also includes sessions dedicated to documentary and factual content, formats, micro-dramas, podcasting, AI and the Creator Economy, alongside screenings, showcases and an increased focus on curated networking.
To date, MIP London has confirmed over 1,100 delegates, including more than 600 international buyers from leading broadcasters, streamers and media groups worldwide, as well as strong representation from the telecoms, manufacturing and publishing sectors.

An at-a-glance programme schedule is available online.