MIP Cancun (November 17-20, 2026) is bringing senior executives from Publicis, Nestlé and Heineken to the stage to explore how brands and entertainment companies are forging new partnerships.
Entitled “Beyond the Deal: Turning Brands into Entertainment Partners,” the session will open the MIP Cancun conference program on November 18, from 9:45-10:15am at the Cancun Theater, Moon Palace Resort, as part of the new MIP Cancun BrandStory Hub.
The headliner will feature Victor Castrellon, creative director at Publicis; Ian Serrano, director of Communications and Content Studio at Nestlé; and Veronica Meneses, Brand manager at Heineken.
Through two real-world case studies, the speakers will examine a branded content initiative from concept to execution, offering both brand and agency perspectives, alongside the role brands can play in creating social impact through entertainment properties, including Formula 1, the UEFA Champions League and music festivals.
María Pérez-Bellière, director of MIP Cancun, said: “We’re delighted to welcome executives from Publicis, Nestlé and Heineken to open this year’s MIP Cancun program. Brands are playing an increasingly important role in the entertainment business, and bringing these decision makers 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.”
Newly-launched BrandStory Hub, developed in collaboration with Roadmap and Cave76, runs from November 18-20 and brings together brands, agencies, producers, creators, studios, platforms and investors.
The Hub program also includes BrandFront: What Brands Want Next, Brief-to-Business, and sessions exploring audience behaviors, creator ecosystems and new monetization opportunities.
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