Executives from BBC Studios, Brabus, Expedia, and McCann, among others, are part of the Brand Entertainment strand at MIP London, taking place at IET London and The Savoy from February 22 to 24.
The initiative builds upon the branded entertainment summit held at MIPCOM Cannes last year. It is being produced in partnership with the Branded Content Marketing Association (BCMA).
The agenda includes a spotlight on the docu-reality series Brabus: One Second Wow, produced by LEONINE Studios’ i&u Studios in co-production with the luxury mobility brand Brabus and landing on Prime Video, with Christian Meinberger, chief digital officer at LEONINE Studios and MD of i&u Studios, and Constantin Buschmann, CEO of Brabus. Also in the spotlight is Dinner Is Scrapped, a culinary competition series created with the Ellen MacArthur Foundation and produced by Park Village. Speakers include Seb Egerton-Read, content lead at Ellen MacArthur Foundation; Megan G Wells, series creator, showrunner, and EP; Oliver Allgrove, EP; and moderated by Andrew Canter, BCMA’s global chairman.
The Building Stories That Move You panel will deliver insights from BBC StoryWorks’ Kimberley Giaco and Expedia Group Advertising’s Angelique Miller.
The agenda also includes a special screening of the documentary short The Final Copy of Ilon Specht, a collaboration between L’Oréal Paris, McCann Worldgroup, and TRAVERSE32, together with a Q&A with the team behind the project.
There will also be a series of roundtables led by Cathy Boxall of Dentsu, Matt Campion at Spirit Studios, Blink49’s Adam Puchalsky, WPP Media’s Claire Prince, and Banijay’s Carlotta Rossi Spencer, among others.
