Director
Prensario Internacional
Conferences
Your gateway to cutting-edge insights and inspiring industry leaders. Dive into dynamic sessions designed to spark innovation, connect professionals, and shape the future of content and entertainment. Get ready to learn, network, and elevate your experience!
MIP HEADLINERS
Leonardo Padrón and José Ignacio Valenzuela to give Keynote
Creators, writers and showrunners Leonardo Padrón and José Ignacio Valenzuela will deliver a keynote session highlighting the work of creators and the evolution of the role in today’s television and streaming industries as part of the keynote programme presented at MIP CANCUN 2025 in partnership with TV Latina.
José Ignacio Valenzuela
Leonardo Padrón
Juan Pablo Robert
Head of Media Companies for
YouTube Spanish Latin America
YouTube to deliver opening Keynote
Under the theme Winds of Change: The Forces Driving Video’s Next Chapter, Juan Pablo Robert, Head of Media Companies for YouTube Spanish Latin America, will kick off the market’s new Creator Economy track on Wednesday 19 November at 09:00.
Nicolás McCormack, WBD, and Luis Carlos Velázquez, Grupo Xcaret
Nicolás McCormack, VP of Ad Sales for Mexico and Central America at WBD, and Luis Carlos Velázquez, Chief Marketing Officer, Grupo Xcaret, will discuss the transformation of the branded entertainment landscape in Latin America.
During the session, held on 20 November at 09.00 in the Moon Palace Cancun Theater, the speakers will address:
- The increasing role of brands within the audiovisual ecosystem.
- The evolution of branded content strategies in the region.
- Fresh models of collaboration emerging in the market.
Nicolás McCormack
VP of Ad Sales for Mexico and Central America,
WBD
Luis Carlos Velázquez
Chief Marketing Officer,
Grupo Xcaret
BEYOND STREAMING SUMMIT
Unpacking the FAST evolution and digital disruption
Formerly known as the FAST & AVOD: Americas Summit, this expanded track explores the new frontiers of streaming across Latin America. Industry leaders dive into monetization models, audience strategies, content curation, and the dynamic role of free ad-supported platforms in a digital-first ecosystem.
Nicolas Smirnoff
Maria Rua Aguete
Head of Media & Entertainment
OMDIA
Abril Frayre de la Torre
Strategic Partner Manager, YouTube Content Partnerships, SPLA
YouTube at Google
Catalina Ramos
BD OTTera Latam
OTTera
Fernando Muñiz
CEO
America Multimedia
Adrian Santucho
CEO
Basico Stream
Rami David
Vice President Global Business Development
Redge Technologies
Ignacio Martin Galliano
Content Manager
Telecom Flow
Janaina Tadeau
Latam Content & Business Strategy Manager
LG Electronics
Ignacio Martin Galliano
Content Manager
Telecom Flow
Janaina Tadeau
Latam Content & Business Strategy Manager
LG Electronics
Andrew Negrin
Vice President, Brand Partnerships & Innovation
Sony Pictures Television
STRATEGIC TRENDS & INSIGHTS
TV Trends around the world by The Wit: What's Next?
Caroline Servy, Managing Director of The Wit, will explore the latest trends in entertainment and scripted formats, with a focus on the crossover between mainstream media and new creators on platforms such as YouTube and social networks. She will showcase success stories that illustrate how studios, talents, and brands are reinventing the future of storytelling together.
Caroline Servy
Managing Director
THE WIT International Services
BRANDED CONTENT PROGRAM
MIP CANCUN Launches New Branded Content Program
MIP CANCUN, the leading content and co-production market in Latin Amercia, is proud to unveil a brand-new Branded Content Program — designed to further integrate brands and agencies into the heart of the market. Already a key space for creative synergies and innovative monetization models, MIP CANCUN is now taking branded content to the next level.
Developed in partnership with PRODU, in collaboration with the Branded Content Marketing Association (BCMA) in Spain and Mexico, and backed by industry experts Miguel Villarruel Argañaraz (Publicis Media) and Marcelo Romeo (Newsan), this ambitious initiative brings a fresh international perspective and high-level expertise to the region’s fast-evolving branded content ecosystem.
The 2025 program will feature:
- A curated showcase of top-tier case studies, with brands, agencies, and studios presenting standout brand integrations in mainstream content.
- Focused roundtables as part of the Co-Production Bootcamp, bringing together creatives, producers, and marketers to explore challenges and opportunities.
- Specialized workshops to share strategies, spark collaboration, and connect the worlds of content and marketing like never before.
In Partnership with:
In Collaboration with:
Miguel Villarruel Argañaraz
Managing Director, Publicis Rebellion
“The entertainment industry is going through a period of change and evolution that opens up new paths and opportunities. Brands can—and should—play a role in this new scenario. Some are already doing it, strengthening their connection with audiences through brand entertainment projects, while helping expand the frontiers of this ongoing transformation.”
Marcelo Romeo
Chief Marketing Officer, Newsan
“It’s great news that MIP CANCUN is introducing a dedicated vertical for Brand Entertainment this year. This decision reflects the growth and relevance of this format within the audiovisual ecosystem. I welcome the event’s continued evolution, creating valuable spaces where creativity, brands, and purposeful content converge.”
BEYOND ADVERTISING: EMOTIONS AS A BUSINESS
Industry leaders, creators of innovative strategies, and those responsible for success stories in branded entertainment come together to share their experience. This panel focuses on powerful women who have transformed brands into stories, audiences into communities, and content into true cultural phenomena. Through their visions and trajectories, we will explore how alliances between creativity and business are built, what lessons can be learned from the most challenging projects, and what are the keys to connecting with new generations through entertainment.
Marcela Velasco Cámara
Lic. Mercadotecnia
Telcel
Ana María Olabuenaga
Publicista y Escritora
Olabuenaga & Cuchí
Maca Rotter
CEO
La Panadería licensing & marketing
Claudia Contreras
CMO / PPG
Comex
