Celebrating 20 Years Leading MIP Markets at RX
A Conversation with MIPCOM’s Visionary Leader, Lucy Smith
Lucy Smith steers MIP Markets, the powerhouse market portfolio for the global TV and streaming industry, with insight, creativity and an unwavering passion for events. This year, Lucy celebrates 20 remarkable years at RX, shaping markets, conferences, and experiences, from MIPCOM CANNES, MIP CANCUN and MIPTV and the newly launched MIP LONDON, which took place in London for the first time in 2025, that connect digital creators, television producers, platforms, distributors, buyers, and brands worldwide.
A Journey Through Media and Events
Lucy’s career began at the intersection of media and events, a perfect foundation for leading international markets at MIP. Her gateway came as Director of European Affairs at the National Association of Broadcasters (NAB) in Washington DC. Her mission was to bring European companies to NAB’s flagship Las Vegas event, welcoming over 20,000 participants.
“That role taught me to think globally and care deeply for members and partners,” Lucy said. She later spearheaded smaller European events for NAB’s radio sector across Paris, Prague, Lisbon, and London, gaining hands-on experience in creating, selling, and executing markets as well as increasing attendance year on year.
Her experience also spans the client side where as VP, Communications at Globecast, she managed 20 annual trade shows and a €2m global communications budget. This unique dual perspective led Lucy to RX in 2006, taking on what she described as her “dream job” as Director of Conferences for MIP Markets at RX. Since then, she has risen to Deputy Show Director (2019) and Show Director (2021), using her expertise to grow MIPCOM from a sales-focused event into a multi-faceted market and conference programme.
Enlightening Readers About MIPCOM
At the heart of Lucy Smith’s work is MIPCOM CANNES, one of the world’s premier markets for television and digital content, held annually in Cannes, France. The event brings together producers, distributors, broadcasters, streaming platforms, and content creators from across the globe to buy, sell, and license programming, forge co-production partnerships, and explore emerging trends. Beyond business, MIPCOM CANNES hosts conferences, panels, workshops, and screenings, providing insights into the latest formats, digital innovation, and the growing creator economy. “MIPCOM CANNES and MIP LONDON are all vibrant hubs where deal-making meets creativity, and where industry leaders, talent, and innovators converge to shape the future of entertainment,” she said.
Innovating for the Global TV Industry
Lucy has consistently pushed the envelope, expanding MIPCOM CANNES conference programme beyond its original three-track format.
“We started with a three-track conference programme, which we quickly expanded with the Palais’ iconic Grand Auditorium hosting sessions, panels and premieres.
“We then launched stand-alone strands that caught the wave of different eras in TV - such as MIP FORMATS - which saw Cannes become the catalyst for the likes of Big Brother, Survivor and Who Wants To Be A Millionaire selling around the world. Then, as co-production became more of a necessity to get programmes made, we created a dedicated beachfront track to showcase and facilitate these creative and commercial partnerships. We also launched the first Digital Upfronts for online only content, perhaps before its time in 2015, but which made a triumphant return this year as part of a successful push which brought the creator economy into the heart of MIPCOM.
“I’m so proud that we took the execution of doing all this in house, building out the internal expertise to grow the team that is now regarded as the gold standard in markets for the global TV industry we serve.”
This is a team that, in addition to successfully launching two new markets, continues to drive growth and innovation across the MIP portfolio.
Now in its twelfth year, MIP CANCUN has established itself as the leading Content and Co-Production Market for the Latin American and US Hispanic television industry, under the leadership of Market Director, Maria Pérez-Bellière. As Lucy explains: “MIP Cancun is a very special market that has cultivated its own creative and communal culture. Founded on and famed for its signature 1-to-1 business matchmaking programme, it draws an engaged, growing international community annually to the world’s largest production hub for Spanish-language content, reflecting the increasing global recognition and respect for Latin American creativity.”
In 2025, the team also delivered the inaugural MIP LONDON, a bold new market and format. Lucy reflects: “Launching in London in February, a time already packed with the BBC Showcase and growing London TV Screenings, was a significant challenge. Our aim was to offer something truly new and additive: more people, business, and international opportunities, while retaining all the hallmarks of a MIP Market. Change isn’t always easy, but in our first year, we proved it was possible. With London now established, we are building towards a future-facing edition next February.”
Rising to Challenges
No career is without obstacles. For Lucy, the 2015 Cannes floods were a defining moment in her career. “The Cannes floods in 2015 were severe, cars were floating down the Croisette and there were outages across the city. There were disruptions of course and we had to move the whole MIPJUNIOR pre-market weekend event from its hotel venue into the Palais overnight, but we got the show up and running and everyone worked through. It was a testament to the full force of the RX team, and to the city of Cannes, who all really stepped up and did so together. And the show went on.”
Her proudest achievement? “The generational step change at MIPCOM CANNES this year is our latest and proudest moment. We brought the Creator Economy into the heart of the market, welcomed YouTube for their first major presence, and staged our first brand funded content summit (BrandStorytelling), which has been universally acknowledged not only as a significant moment but a genuine tipping point, driving even more value for our exhibitors and visitors.”
Listening, Responding, Leading
Lucy ensures MIP Markets meet the needs of today’s global content community by staying constantly in dialogue with clients, listening, and being responsive. She credits RX’s brilliant sales, marketing, and conference teams for delivering insights, networking, and opportunities that reflect an evolving media landscape.
“It’s a bit of a cliché, but by talking all the time to our clients, listening, and being responsive is the key. That’s where the brilliant global sales and visitors' teams do their best work year-round in territory, and where the (equally brilliant) conference team excels in delivering a programme that reflects insights and opportunities. This year, for example, we achieved that with keynotes, workshops, and networking events that seamlessly brought together mainstream, creator economy, and brand-funded content areas.”
Reflecting on how the events industry is evolving and the role MIP Markets plays in shaping its future, Lucy adds:
“Our strategy is to ensure that MIP Markets bring the right exhibitors and visitors together in the same place, creating the perfect environment for deals to happen whether planned or spontaneous. While it’s important that our participants prepare for meetings in advance, we also recognise the value of serendipitous encounters that spark unexpected opportunities.
“Looking ahead, I believe the future of in-person events will be shaped by a hybrid approach, where physical gatherings are complemented by digital platforms and AI-driven tools. These technologies will not only enhance the event experience but also expand its reach and impact. For instance, AI can help participants connect with the most relevant contacts, tailor their meeting agendas, and even provide actionable insights post-event. This means attendees can measure the success of their participation, identify emerging market trends, and uncover new opportunities.
“Yet these tools will only ever complement, rather than replace, markets. If anything, they make face-to-face events even more essential. In an increasingly virtual world, humans need human interaction, particularly in industries like entertainment, which are inherently storytelling and people-driven. Some elements of a deal are better done in person, that’s what our feedback consistently tells us.
“There is simply no substitute for the face-to-face value of an event, especially at flagship events like MIPCOM CANNES, where every area of the industry is represented and every continent has a presence. You have to be there, not just log in.”
“Moreover, as industries evolve, events will need to reflect the changing dynamics of their sectors. For us, that means continuing to innovate and adapt, ensuring that MIP Markets remain a hub for collaboration, creativity, and deal-making, not just within the TV and entertainment industry, but across the broader content ecosystem. The future of events is about creating spaces, both physical and digital, where ideas flourish, partnerships are forged, and industries move forward together.”
Advice for Future Event Leaders
As the driving force behind MIPCOM CANNES and MIP LONDON, Lucy Smith offers this advice to those building a career in global events or media:
“If you want to build a lasting career in either global events or media world (or one that straddles both in the case of the MIP Markets) I think the biggest thing is having the right mindset. You’ve got to genuinely enjoy working with people as this industry is built on relationships, teamwork, and the energy that comes from collaborating with others, often from different countries and cultures.
“It’s also about being both hands-on and strategic at the same time – it’s important you are close to your customers and understand their goals, that way you can ensure you are creating and delivering an event that they view as valuable. And remembering that we are all producers. One day you might be sorting out the tiniest logistical details for a clients’ stand or the next session, and the next you’re planning a huge campaign for next year with a potential sponsor or partner. You need to be able to switch between those modes without losing focus.
“Things don’t always go to plan, and agility is key. You need to stay calm under pressure, adapt quickly when circumstances change, and continually learn and improve. My goal is to deliver the best possible market and keep learning, so each one is even better than the last. At the heart of my role is understanding the customer and delivering an event they truly value, keeping their needs at the forefront of everything I do.”
The Art of Great Storytelling
Lucy is inspired by content that transcends borders and languages. From non-English dramas to global creators like Inoxtag and Nella Rose, she notes:
“Telling a story simply, that connects with a global audience, is an art and I’m in awe of those who can and do it.”
Her dream keynote? “It’s been a privilege to host some amazing keynote speakers at MIPCOM, from the C-Suite Studio heads to those more known for their front of camera work such as Ben Stiller, Catherine Zeta Jones, Keifer Sutherland, John Hamm, the late, great, Robert Redford and more recently Emily Blunt and Eva Longoria. All have not just come but been generous with their time and insights.
“But I guess if there were to be one dream booking, I’d say Reese Witherspoon. Hearing from her as the founder of her multi-award-winning studio Hello Sunshine, whose purpose led mission to empower women and broaden perspectives with initiatives ranging from her book club crossover to its Gen Z-focused label Sunnie would be fascinating. And that’s before you get to her acting (I am a huge fan of The Morning Show!). Her work is progressive, distinctive and inspiring and it would be a dream to host her in Cannes!”
Inoxtag
Inoxtag
Looking Ahead
As Lucy Smith gets ready to celebrate 20 years with RX, her vision continues to shape the future of the MIP portfolio, MIPCOM CANNES and MIPJunior in Cannes, MIP LONDON, and MIP CANCUN. Each event reflects her belief in the power of connection, creativity, and storytelling to drive the industry forward.
Whether bringing global buyers and creators together on the Croisette, fostering new partnerships in London, or building bridges between Latin America and the world in Cancun, Lucy’s leadership keeps the MIP Markets where the industry comes to take its pulse and build what’s next.
