Taking place during MIPCOM CANNES from October 12–15, 2026, MIP BrandWorks is designed to create new commercial opportunities as brands and creators play an increasingly important role in how entertainment is conceived, financed, produced and brought to audiences worldwide.
As Headline Partner, dentsu will contribute its expertise, clients and perspectives to programming, executive-level meetings and industry initiatives focused on branded entertainment and on developing new creative and commercial relationships.
The partnership will include a dedicated MIP BrandWorks Main Stage session led by dentsu, with speakers and further details to be announced. Dentsu will also participate in the Brand x Creator Meet & Pitch and the invitation-only Microdrama & Vertical Leaders Summit, where it will lead one of the roundtable discussions. Dentsu and Meta are also set to take part in the CXO Summit.
Lucy Smith, Director of MIPCOM CANNES, said:“The lines between entertainment, advertising, technology and the creator economy are disappearing incredibly quickly, opening up entirely new ways of developing, financing and connecting audiences with content. MIP BrandWorks has been created to bring these worlds together in Cannes and turn that convergence into real business. Having dentsu join us as our first Headline Partner is a powerful statement of the ambition behind MIP BrandWorks and the opportunity we see for the international entertainment industry.”
Cathy Boxall, Global Head of dentsu entertainment, said:"Entertainment is where culture and commerce collide and MIPCOM remains one of the few places where the industry’s key decision makers come together to do business. Fandom is now one of the most reliable predictors of long term brand value, and for brands MIPCOM presents a rare opportunity to understand the commercial dynamics behind the content, formats and franchises shaping culture today."
Announced earlier this year, MIP BrandWorks is MIPCOM CANNES’ new flagship initiative aimed at bringing brands, agencies and creators into closer collaboration with the international entertainment industry. The programme will span showcases, curated matchmaking, industry programming and private meeting environments, with a focus on turning creative connections into concrete commercial partnerships.
Announced earlier this year, MIP BrandWorks is MIPCOM CANNES’ new flagship initiative aimed at bringing brands, agencies and creators into closer collaboration with the international entertainment industry. The programme will span showcases, curated matchmaking, industry programming and private meeting environments, with a focus on turning creative connections into concrete commercial partnerships.
