October 23, 2025
The gap between good and great content partnerships isn’t about budget. It’s about something far more valuable.
We sat down with four senior marketing leaders to understand what makes content partnerships actually work. We asked four senior marketers Matteo Atti, Chief Marketing Officer at VistaJet, Beatrice Boue, Global Head of Digital Marketing & Media at DeBeers Group, Jort Possel, Global Digital Marketing Leader at EY, and Christoph Woermann, CMO Corporate Bank, Deutsche Bank, what separates an exceptional content partnership from a mediocre one. Their answers are surprisingly candid, revealing the real challenges behind executing successful media partnerships.
Three things that stood out:
Great partners push back: The best media partnerships aren’t about saying yes to everything. They’re about creative tension, editorial integrity and partners who’ll tell you when you’re playing it too safe.
Intimacy beats efficiency: One CMO requires 12 hours of immersion time before content creation begins. Why? Because “If they can’t feel the situation, they can’t feel the challenges…how can they give you anything that can make a difference?”
AI will help, but it won’t replace relationships: From briefing to production, AI can accelerate the process. But the core elements of successful partnerships – strategic pushback, creative collaboration and trust – remain fundamentally human.
To read their detailed insights along with examples of award-winning partnerships, and a practical playbook for building media partnerships that actually work, download the White Paper here.