NEW YORK CITY - Creative production studio Versus (www.weareversus.tv) is strengthening its branded entertainment strategy with the appointment of Michele Fino as head of content partnerships. A long-time branded entertainment executive, Fino joins the studio as it works to meet growing demand from brands investing in original IP and storytelling.
In this new role, Fino sits at the intersection of original IP and brand storytelling, where long-form and short-form content, distribution strategy, and partnership design converge. Her focus will be on turning creative ambition into funded, culturally-relevant work by helping brands participate in entertainment in ways that feel intentional and not transactional.
“Brands working in entertainment isn’t new,” explains Mark Grande, executive producer, originals + IP at Versus. “What’s changed is how directly revenue and storytelling are linked now. The traditional walls between development, programming and brand partnership have come down. We’re already producing original IP and working with brands at scale. Michele helps us meet this moment by structuring partnerships that move brands beyond one-off campaigns and toward storytelling platforms that grow over time.”
“I’ve never worked on a branded entertainment project where a brand just hands over a check and says, ‘Make me a show,’” says Fino. “It’s always a long-lasting, full 360-degree partnership that, yes, could start with a show, but has creative extensions into social content, experiential, retail, podcasts, merchandise, books, and can even make a positive social impact. Versus has amazing creative chops, a very cool company culture and is incredibly client-driven. It is not by accident that we are working together.”
Fino has worked on initiatives tied to American Idol, America’s Got Talent and The Price Is Right, and has structured strategic content deals for organizations including The Leukemia & Lymphoma Society (now Blood Cancer United) and Advance Auto Parts. She’s been running her own purpose-driven content strategy consultancy Fino.Marketing in New York City for eight years.