Industry

MIP Cancun has unveiled a new Headliner session for its 2026 edition, bringing together senior executives from Publicis, Nestlé and Heineken to examine how brands and entertainment companies can build partnerships at the intersection of content, culture and commerce. Titled Beyond the Deal: Turning Brands into Entertainment Partners, the session will open the conference programme on Wednesday, 18 November. The discussion will feature Victor Castrellon, Creative Director at Publicis; Ian Serrano, Director of Communications & Content Studio at Nestlé; and Veronica Meneses, Brand Manager at Heineken.

As brands increasingly turn to entertainment to engage audiences and build communities, the session will look at how producers, studios and media companies can develop more strategic partnerships with brand partners. Two case studies will provide practical perspectives on branded content, from concept through execution, as well as on the role brands can play in driving social impact through major entertainment properties, including Formula 1, the UEFA Champions League and music festivals.
The speakers will also share insights into what brands seek in entertainment collaborations, how branded entertainment can create value and how content companies can build more effective partnerships.

“We're delighted to welcome executives from Publicis, Nestlé and Heineken to open this year's MIP CANCUN programme. Brands are playing an increasingly important role in the entertainment business, and bringing these decisionmakers directly into a content market creates exciting new opportunities for our industry. Through BrandStory Hub, we're connecting the worlds of brands and entertainment, giving producers, creators and media companies the opportunity to hear first-hand what brands are looking for, explore new business models and build partnerships that can take projects forward,” said María Pérez-Bellière, Director of MIP Cancun.

The Headliner is part of the MIP Cancun BrandStory Hub, developed in collaboration with strategic partners Roadmap and Cave76. Running from 18 to 20 November, the initiative will bring together brands, agencies, producers, creators, studios, platforms and investors to explore opportunities in content partnerships, IP development, financing and monetisation. The wider programme will also feature BrandFront: What Brands Want Next, Brief-to-Business, and sessions examining audience behaviours, creator ecosystems and new monetisation opportunities. Diageo and Grupo Tova are also among the companies included in the programme.