The method behind the work
Concepts
I build recurring programs and franchises for media brands and the partners who sponsor them. These are the patterns underneath that work: the reusable structures I start from, shown here pointed at specific brands. Each one is built on a single idea, then re-skinned per target.
For what these look like fully built, see Client Work.
The Intelligence Franchise
A recurring co-owned product that turns a sponsorship into shared infrastructure.
PATTERN 01 - THE ASSET IS ACCESS
The insight
Business media sells access and brands buy reach. But the most valuable thing a media brand owns is not audience size. It is proximity to the people its audience wants to understand. And the most valuable thing a research-driven sponsor owns is not its logo budget. It is proprietary data nobody else has.
Put those two assets in the same room on a recurring basis and you get something neither sells today: a structured, ongoing read on what a hard-to-reach audience is actually thinking, before the market prices it in.
The program
A yearlong franchise built on two proprietary inputs:
the media brand's access to a high-value audience,
and the sponsor's proprietary research.
It runs across private convenings where signal surfaces off the record, public flagship moments where findings go on the record, the brand's premium distribution channel, and a recurring published report co-produced by both partners. The sponsor stops buying placement and starts powering a product.
Why it works
It converts a transactional sponsorship into a co-owned asset that compounds. Each edition makes the next more valuable. The sponsor gets embedded, not just visible. The media brand gets a premium franchise that outlasts any single campaign. And the audience gets intelligence it cannot get anywhere else.
The shape
Private convening, then public moment, then distributed editorial, then published report, then feeds the next convening. Recurring quarterly, anchored to the brand's existing event calendar. Built on the partner's research, surfaced through the brand's access, synthesized in the brand's editorial voice.
Where it fits
Any business media brand with proprietary audience access and a category of research-rich sponsors: management consultancies, banks, enterprise tech, professional services. Re-skin per brand and per sponsor.