The strategic partnership strengthens Mipcom’s new flagship initiative connecting brands, creators and the international entertainment industry.
Mipcom Cannes today announced dentsu as the first Headline Partner of MIP BrandWorks, with Meta joining dentsu across key elements of the BrandWorks programme.
Taking place at Mipcom Cannes (12–15 October 2026), MIP BrandWorks brings together brands, agencies and creators with the international entertainment industry, creating new commercial opportunities as brands and creators play an increasingly significant role in how entertainment is conceived, financed, produced and brought to audiences worldwide.
As a Headline Partner, dentsu will bring its expertise, clients and perspectives to programming, executive-level meetings and industry initiatives designed to spotlight best-in-class branded entertainment and forge new creative and commercial relationships.
The partnership will include a dedicated MIP BrandWorks Main Stage slot led by dentsu, with speakers and further details to be announced. Dentsu will also participate in the Brand x Creator Meet & Pitch and the invitation-only Microdrama & Vertical Leaders Summit, where it will lead one of the roundtable discussions. Dentsu and Meta are also set to participate in the CXO Summit.
Lucy Smith, Director of Mipcom Cannes, said: “The lines between entertainment, advertising, technology and the creator economy are disappearing incredibly quickly, opening up entirely new ways of developing, financing and connecting audiences with content. MIP BrandWorks has been created to bring these worlds together in Cannes and turn that convergence into real business. Having dentsu join us as our first Headline Partner is a powerful statement of the ambition behind MIP BrandWorks and the opportunity we see for the international entertainment industry.”
Cathy Boxall, Global Head of dentsu entertainment, said: “Entertainment is where culture and commerce collide and Mipcom remains one of the few places where the industry’s key decision makers come together to do business. Fandom is now one of the most reliable predictors of long term brand value, and for brands Mipcom presents a rare opportunity to understand the commercial dynamics behind the content, formats and franchises shaping culture today.”
Announced earlier this year, MIP BrandWorks is Mipcom Cannes’ new flagship initiative designed to bring brands, agencies and creators into closer collaboration with the international entertainment industry. The initiative spans showcases, curated matchmaking, industry programming and private meeting environments focused on turning creative connections into commercial partnerships.
