MIP Cancun has announced a headline session featuring senior executives from Publicis, Nestlé and Heineken, set to open the conference programme at its 2026 edition. The discussion will focus on how brands and entertainment companies can build new partnerships as content, culture and commerce become increasingly interconnected.
Titled “Beyond the Deal: Turning Brands into Entertainment Partners,” the session will take place on 18 November, from 9:45 to 10:15 a.m., at the Cancun Theater in Moon Palace Resort. It will bring together Victor Castrellon, Creative Director at Publicis; Ian Serrano, Director of Communications & Content Studio at Nestlé; and Veronica Meneses, Brand Manager at Heineken.
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Exploring New Models for Brand Partnerships
The speakers will examine how producers, studios and media companies can develop more strategic collaborations with brands. Two real-world case studies will offer perspectives on branded content, from initial concept to execution, as well as the potential for brands to support social impact through major entertainment properties, including Formula 1, the UEFA Champions League and music festivals.
The session will also explore what brands expect from entertainment partnerships, how branded entertainment can create value and how content companies can build more effective relationships with brand partners.
“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.
BrandStory Hub Expands the Market’s Scope
The headline session is part of the newly launched 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 programme will also feature BrandFront: What Brands Want Next, Brief-to-Business and sessions examining audience behaviour, creator ecosystems and emerging monetisation opportunities. Diageo and Grupo Tova are also included in the programme.
MIP Cancun 2026 will take place from 17 to 20 November at Moon Palace Resort in Cancun, Mexico.
