TRADE MARKETS | AUDIOVISUAL CONTENT BUSINESS | CONTENT
Moon Palace Resort, Cancún, Mexico; venue for MIP Cancun.
- Senior executives from brands and agencies will kick off the conference program at this major event—a space dedicated to exploring new partnerships within the entertainment sector.
- Through two case studies, the speakers will analyze a “branded content” initiative—from conception to execution—offering insights from both the brand’s perspective and that of the storytellers and agencies involved.
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RX Global, the organizer of MIP CANCUN—the renowned international market for the television and audiovisual content industry in Latin America and the U.S. Hispanic market—has announced a key featured session for its 2026 edition. Led by Maria Pérez-Bellière, General Director of MIP CANCUN, the session will bring together senior executives from Publicis, Nestlé, and Heineken. The goal is to examine how brands and entertainment companies are forging new partnerships in an environment where the boundaries between content, culture, and commerce continue to evolve.
Titled “Beyond the Deal: Turning Brands into Entertainment Partners,” this session will launch the MIP CANCUN conference program on Wednesday, November 18, from 9:45 a.m. to 10:15 a.m. It will take place at the Teatro Cancún within the Moon Palace Resort complex, as part of MIP CANCUN’s new “BrandStory Hub.” The session will feature Victor Castrellon, Creative Director at Publicis; Ian Serrano, Communications and Content Studio Director at Nestlé; and Veronica Meneses, Brand Manager at Heineken.
As brands increasingly turn to entertainment to connect with their audiences and build communities, this session will explore opportunities for producers, studios, and media companies to develop more strategic and valuable partnerships with these brands.
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TWO CASE STUDIES AND A DIRECT LOOK AT STORIES AWAITING A BOOST FROM BRANDS
The speakers will analyze a “branded content” initiative—from conception to execution—offering perspectives from both the brand and the agency. They will also explore the role brands can play in generating social impact through major entertainment properties, such as Formula 1, the UEFA Champions League, and various music festivals.
The discussion will provide insight into what brands seek when partnering with the entertainment sector, how “branded entertainment” creates value, and how content companies can forge more effective collaborations with their commercial partners.
On the right, María Pérez-Bellière, Director of MIP CANCUN, alongside Diana Álvarez Segoviano, Coordinator of the Mexican Film Commission at IMCINE, at Iberseries & Platino Industria 2026, Spain.
María Pérez-Bellière, Director of MIP CANCUN, notes: “We are thrilled to welcome executives from Publicis, Nestlé, and Heineken to kick off this year’s MIP CANCUN program. Brands are playing an increasingly significant role in the entertainment sector; bringing these decision-makers directly into a content marketplace creates exciting new opportunities for our industry. Through the BrandStory Hub, we bridge the worlds of brands and entertainment, giving producers, creators, and media companies the chance to learn firsthand what brands are looking for, explore new business models, and establish partnerships that drive project development.”
“Headliner” is a key component of MIP CANCUN’s newly launched BrandStory Hub, developed in collaboration with strategic partners Roadmap and Cave76. The initiative, taking place from November 18 to 20, brings together brands, agencies, producers, creators, studios, platforms, and investors to explore opportunities related to content partnerships, intellectual property (IP) development, financing, and monetization.
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The BrandStory Hub program also includes “BrandFront: What Brands Want Next” and “Brief-to-Business,” alongside sessions dedicated to analyzing audience behavior, creator ecosystems, and new monetization avenues. The program also features participation from Diageo and Grupo Tova.
MIP CANCUN 2026 will take place from November 17 to 20 in Cancun, Mexico, at the Moon Palace Resort complex.
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