MIPCOM CANNES launches ‘MIP BrandWorks’ with branded content pioneer Doug Scott to bridge Brands and Global Studios

MIPCOM CANNES has officially unveiled MIP BrandWorks, a new flagship initiative designed to connect brands and agencies directly with the world’s leading studios, production companies, and IP rightsholders. Scheduled to run from October 12-15, 2026, the program aims to accelerate development and dealmaking within the rapidly evolving landscape of brand-funded content.

MIP BrandWorks builds on the successful introduction of "brand entertainment" at last year’s market. This year, the initiative expands into a comprehensive three-day program co-produced in partnership with Doug Scott, Co-Founder of UNXNOWN and former founder of OgilvyEntertainment. The move reflects a strategic shift at MIPCOM CANNES to integrate brands, agencies, and creators into the core of the global media ecosystem.

A Transformation in Global Content Strategy
The 2026 edition of the market will see a significantly enhanced focus on the Creator Economy, AI, and Microdrama/Vertical Series. These pillars are reshaping how content is funded and distributed on a global scale.

“MIP BrandWorks signals the next evolution of MIPCOM CANNES,” said Lucy Smith, Director of MIPCOM CANNES. “What began as a step change last year is now a full transformation. Companies are no longer operating separately—they are building together. Together with an expanded Creator Economy and AI presence, this cements MIPCOM CANNES as the one place where the whole industry comes to do business.”

Doug Scott added: 'We are creating an environment where brands can move beyond campaigns to build always-on programming and integrate commerce directly into the narrative, giving them the tools to operate with the power and reach of modern media companies'.

Key Components of the MIP BrandWorks Marketplace
Designed as a curated environment for dealmaking, the initiative will feature:

The Brand Showcase: High-impact sessions where brands act as commissioners, connecting directly with producers.

Curated Matchmaking: Specialized sessions focusing on scripted, unscripted, and the surging microdrama/vertical series formats.

Brand x Creator Pitch Fest: A live marketplace pairing global brands with top-tier production companies and creators.

The CXO Summit: Connecting Capital and IP
A centerpiece of the initiative is the CXO Summit, an exclusive, invitation-only forum co-produced with David Freeman, CEO and Founder of Kynetic Media Ventures. The summit is tailored for senior leaders across brands, agencies, and AI innovators to discuss shared challenges and form meaningful partnerships.

'This is about building the connective tissue the industry has been missing,” explained Freeman. “We are aligning creators, capital, and IP to turn audiences into long-term enterprise value'.

A Global Gathering of Industry Giants
The launch of MIP BrandWorks follows a year of increased participation from major global players. Notable agencies and brands attending recent MIP markets include WPP, Publicis Groupe, Dentsu, Mattel, Hasbro Studios, McCann World Group, and IPG Mediabrands, alongside entertainment powerhouses like Fremantle, Banijay Entertainment, and CAA.

With participants from over 100 countries, MIPCOM CANNES continues to serve as the premier gateway for the international media business, ensuring that new content formats—from AI-driven projects to vertical dramas—reach global audiences through innovative funding and partnership models.

 

LC