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Michele Fino has joined New York City-based Versus as head of content partnerships. Fino is coming on board to help the agency meet growing demand from brands looking to invest in original IP and storytelling.

Across the industry, networks and streamers are working more closely with brands than ever before to bring original programs to market and reach consumers in more impactful ways than just advertising. Savvy brands have become part of the IP development process to better connect with audiences and help mitigate rising production costs. Versus has been building original IP while collaborating with brands across platforms for more than a decade.

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 is on helping brands participate in entertainment in ways that feel intentional, not transactional.

“Brands working in entertainment isn’t new,” said Mark Grande, executive producer, originals and IP at Versus in a statement. “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,’” said Fino, also in a statement. “It’s always a long-lasting, full 360 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 brings experience in branded entertainment across television and enterprise partnerships. She 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.