The Headliner will feature Victor Castrellon, Creative Director at Publicis; Ian Serrano, Director of Communications & Content Studio at Nestlé; and Veronica Meneses, Brand Manager at Heineken.
MIP Cancun today announced a major Headliner for its 2026 edition, bringing senior executives from Publicis, Nestlé and Heineken to the stage to explore how brands and entertainment companies are forging new partnerships as the boundaries between content, culture and commerce continue to evolve.
Entitled “Beyond the Deal: Turning Brands into Entertainment Partners,” the session will open the MIP Cancun conference programme on Wednesday, 18 November, 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 & Content Studio at Nestlé; and Veronica Meneses, Brand Manager at Heineken.
As brands look to entertainment to engage audiences and build communities, the session will explore opportunities for producers, studios and media companies to develop more strategic and valuable partnerships with brands.
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 major entertainment properties, including Formula 1, the UEFA Champions League and music festivals.
The discussion will offer first-hand insights into what brands look for in entertainment partnerships, how branded entertainment creates value and how content companies can build more effective collaborations with brand partners. 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 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.”
The Headliner is a key part of the newly launched MIP Cancun BrandStory Hub, developed in collaboration with strategic partners Roadmap and Cave76. Running from 18–20 November, the initiative brings together brands, agencies, producers, creators, studios, platforms and investors to explore opportunities in content partnerships, IP development, financing and monetization.
The BrandStory Hub programme also includes BrandFront: What Brands Want Next, Brief-to-Business, and sessions exploring audience behaviours, creator ecosystems and new monetization opportunities. The programme also includes Diageo and Grupo Tova.
MIP Cancun 2026 will take place 17-20 November in Cancun, Mexico at the Moon Palace Resort.
