MIP LONDON Outlines Dedicated Brand Entertainment Lineup

MIP LONDON has outlined the program of its first brand entertainment summit, building on the summit introduced at MIPCOM CANNES in October.

Starting on February 22, the Brand Entertainment Showcase in IET London’s Turing Theatre will feature insights form key players. Christian Meinberger, chief digital officer of LEONINE Studios and managing director of i&u Studios, and Constantin Buschmann, CEO of BRABUS, will present their docu-reality series Brabus: One Second Wow. A session on the culinary competition series Dinner Is Scrapped will feature Seb Egerton-Read, content lead at the Ellen MacArthur Foundation; Megan G Wells, series creator, showrunner and executive producer; and Oliver Allgrove, executive producer, with Andrew Canter, global chairman of BCMA, as moderator. Kimberley Giacon, senior VP of digital for BBC StoryWorks at BBC Studios, and Angelique Miller, VP of E Studio at Expedia Group Advertising, will explore how their companies have built a modern storytelling-to-action ecosystem.

The showcase will be followed by a special screening and Q&A of the documentary short The Final Copy of Ilon Specht, a collaboration between L’Oréal Paris, McCann Worldgroup and TRAVERSE32. Participating in the Q&A will be Brendan Gaul, global chief entertainment officer of McCann and global co-president of TRAVERSE32, and representatives from L’Oréal Paris.

The summit will continue on February 23 with a dedicated roundtables session in The Savoy’s Lancaster Ballroom. Doug Scott, co-founder of UNXNOWN, will introduce the session. Table leaders will include Cathy Boxall, global head of entertainment at Dentsu; Matt Campion, founder and creative director at Spirit Studios; Holly Fraser, VP of content at WeTransfer; Nicolas Juhel, content strategy and brand entertainment director at Publicis Rebels; Jonny Madderson, co-founder of JustSo; Gau Narayanan, managing director of Virtue Europe at VICE Media; Adam Puchalsky, President, Blink49; Claire Prince, Head of Branded Entertainment, WPP Media; Carlotta Rossi Spencer, global head of branded entertainment business development at Banijay Entertainment; and Ksenija Koženkova, head of non-standard media, partnerships and innovation at Vinted.