I love partner content work: The challenge of understanding a partner's objectives, finding the common throughlines with the (hero) brand, and then concepting strategy and storylines to support the shared goals is a fun evolution of traditional editorial. Among others, at Furthermore, we did a beautiful partnership on 'bleisure' (business+leisure) travel for Cathay Pacific; a healthy sleep package for Duxiana; and a very compelling partnership with AmEx Platinum card members that focused on fitness, anywhere.

We created a novel revenue stream for Equinox via this business model; partnerships typically included co-branded microsites, video and article content, email and digital signage campaigns, and, on occasion, in-club events and activations.