Dentsu Named Headline Partner of MIP BrandWorks at MIPCOM Cannes 2026

Dentsu Group Inc. has been announced as the first headline partner of MIP BrandWorks, the new flagship initiative of MIPCOM Cannes. The partnership will be activated during the event, which runs from October 12 to 15, 2026, at the Palais des Festivals in Cannes, France.

MIP BrandWorks is designed to bring brands, advertising agencies and creators into closer contact with the global entertainment industry. The programme includes showcases, curated matchmaking, industry sessions and private meetings aimed at developing commercial partnerships around content, formats and franchises. Dentsu will contribute to programming, executive meetings and industry initiatives focused on branded entertainment and new commercial opportunities.

Under the agreement, dentsu will lead a dedicated session on the MIP BrandWorks Main Stage. Speakers and further details are to be announced. The company will also participate in the Brand x Creator Meet & Pitch and the invitation‑only Microdrama & Vertical Leaders Summit, where it will chair a roundtable discussion.

Dentsu and Meta Platforms will co‑host the CXO Summit, expanding the participation of major advertising and technology players across the BrandWorks programme. The partnership reflects the growing commercial relevance of fandom and entertainment intellectual property for brands.

"MIPCOM offers brands access to the decision makers and commercial dynamics behind the content and franchises shaping culture," said Cathy Boxall, Global Head of Dentsu Entertainment. "The initiative responds to the increasingly blurred boundaries between entertainment, advertising, technology and the creator economy," added Lucy Smith, Director of MIPCOM Cannes.

MIPCOM is the world’s largest trade show for the television and media industry. It attracts representatives from studios, broadcasters, streaming platforms, creators and advertisers from more than 100 countries. The event has been held annually in October since 1979, with a brief online edition in 2020 due to the COVID‑19 pandemic. In 2026, the programme was expanded to include vertical content, notably the Duanju format, through the Microdrama & Vertical Content Programme.

The MIP BrandWorks initiative was announced earlier this year as part of MIPCOM’s effort to deepen the link between brands and the entertainment ecosystem. It builds on the success of previous MIPCOM spin‑offs such as MIPJunior, which focuses on children’s television, and MIPTV, a sister event held in April.

Dentsu’s partnership with Meta is part of a broader collaboration that began in 2026 to develop technology and workflows for large‑scale influencer marketing. The joint effort aims to automate creator discovery, activation and measurement, supporting brands as creator‑led advertising becomes more sophisticated.

Industry observers note that the partnership positions dentsu at the intersection of advertising, content creation and technology. By leading a main‑stage session and chairing a roundtable, dentsu will have a platform to showcase its capabilities in branded entertainment and to engage with studios, production houses and streaming services.

The Microdrama & Vertical Leaders Summit, which will feature dentsu’s roundtable, is a new addition to MIPCOM’s agenda. It focuses on short‑form, vertical‑format content that has become popular on platforms such as TikTok and Instagram Reels. Dentsu’s involvement signals its interest in the emerging market for micro‑drama and other vertical series.

The CXO Summit, co‑hosted by dentsu and Meta, will bring together chief executives from advertising, media and technology companies. The summit is expected to discuss trends in data, measurement, and the integration of advertising with entertainment content.

MIPCOM’s organisers, RX France, have described MIP BrandWorks as a “new flagship initiative designed to bring brands, agencies and creators closer to the international entertainment industry.” The programme is intended to create a more integrated marketplace where commercial partnerships can be forged around popular content and fan communities.

As MIPCOM 2026 approaches, dentsu’s role as headline partner will be a key feature of the event’s agenda. The partnership underscores the growing importance of entertainment IP in advertising and the need for agencies to collaborate closely with creators and content producers.

The event will conclude on October 15, 2026, after four days of networking, meetings, screenings and conferences. Dentsu’s participation is expected to influence the direction of branded entertainment and creator‑centric marketing strategies within the broader entertainment industry.

The partnership between dentsu and Meta, and dentsu’s leadership role in MIP BrandWorks, illustrates how advertising agencies are expanding their reach into content creation and technology. The collaboration is likely to shape future commercial opportunities across the entertainment ecosystem.

The current situation is that dentsu has secured a headline partnership with MIP BrandWorks and will actively engage in several key sessions during MIPCOM Cannes 2026. The next steps involve the announcement of speakers, the launch of the main‑stage session, and the execution of the roundtable and CXO Summit events.